In Norwalk, a hot new movie theater bucks industry trends: ‘It’s speaking my language’

As a lifelong movie buff and someone who has witnessed the evolution of Hollywood from the sidelines, I can wholeheartedly relate to Moctesuma Esparza’s sentiments about the lack of diversity within the industry. His personal mission to create cultural hubs like Milagro Cinemas is not just admirable, but crucial in bridging the gap between the entertainment world and the underserved Latino community.

The throng inside Norwalk’s latest Milagro Cinemas’ biggest auditorium was buzzing with excitement. While other theaters within the complex were screening popular films like “Beetlejuice Beetlejuice,” “Transformers One,” and others, this particular gathering was commemorating one of last year’s significant cinematic letdowns.

The focus of their admiration was the DC Comics character “Blue Beetle,” centering on the young protagonist Jaime Reyes (Xolo Maridueña), who obtains a suit resembling a bug with armored capabilities and superpowers, such as flight. Despite favorable criticisms and an impressive debut weekend in August 2023—displacing “Barbie” from the highest-grossing box office position—the film struggled afterwards, eventually ranking as the lowest-earning movie within the DC Extended Universe.

“Last month’s re-release of ‘Blue Beetle’, over a year since its initial theater debut, marked a significant success for Milagro Cinemas and its founder, seasoned producer Moctesuma Esparza, aged 75. The predominantly Latino audience, with children dressed as Blue Beetle characters, gathered to celebrate the first Latino comic book hero leading his own live-action superhero tale. The applause escalated after the movie, and when Maridueña and co-star Belissa Escobedo stepped onto the stage, interacting and sharing about the film. This was followed by a rush of fans towards the main lobby, eagerly waiting for the second sold-out screening.

The occasion signified a pivotal point for the freshly inaugurated theater: Despite the ongoing COVID-19 pandemic, financial difficulties, and shifts in the movie industry’s structure causing the shutdown of numerous well-known cinemas in Los Angeles such as Hollywood’s Arclight Cinerama Dome, Westwood’s Regency Village, Fox Bruin theaters, and Landmark’s Westside Pavillion location, Esparza is choosing a different path by investing millions in the launch of Milagro at the Norwalk Town Square shopping mall.

He’s working towards achieving his goal of establishing a modern cinema catering primarily to the large Latino community, who he claims has been deprived of such a facility for years. Moreover, he aims for this theater to function as a cultural link between Hollywood and local Latino artistic communities, subtly hinting at the studios that Latino viewers are among the most passionate patrons of cinematic productions.

Milagro Cinemas is set to transform an old, dormant theater into a “luxurious cinema that wouldn’t look out of place in Beverly Hills or next door to the Academy of Motion Picture Arts and Sciences,” Esparza stated in a recent interview with The Times. This state-of-the-art theater will boast features like a D-Box auditorium, laser projection, stadium seating, plush recliners, movable tables, and immersive Dolby Atmos speakers.

As a passionate cinephile, I’ve been fortunate to attend some extraordinary cinema events that have taken my movie-going experience to new heights. The grand opening weekend of “Beetlejuice Beetlejuice” was nothing short of electrifying, drawing in fans of the classic film and young ones alike. More recently, the premiere of “Joker: Folie à Deux” was a spectacle to remember, graced by the presence of KCRW DJ José Galván.

Besides showing mainstream movies, one of Milagro’s cinema screens is set aside for featuring films by Latino filmmakers, celebrating their culture, and independent productions too. The ample snack bar serves typical movie theater fare along with street tacos, burritos, and chorizo supreme pizza. Additionally, margaritas, sangria, and other beverages are available at the bar.

I firmly believe in the strong cinematic appetite of the Latino community, an aspect that has often gone unnoticed in the entertainment industry. Interestingly, almost 70% of the 1 million residents within a 10-minute radius of Norwalk identify as Latino.

According to Esparza, who has produced films like “Selena,” “Introducing Dorothy Dandridge,” and others, Latinos visit cinemas more than any other group. On their own, they contribute 25% to the national box office. However, in terms of representation in Hollywood, they are significantly underrepresented. When you factor in Mexican Americans and Chicanos, the situation becomes even more dire.

There have been multiple instances this year where a large number of people have shown up, one example being the premiere of “Bad Boys: Ride or Die” featuring Will Smith and Martin Lawrence this summer. Interestingly, 26% of the audience for this movie was Latino and Hispanic. Remarkably, the $56-million opening weekend earnings surpassed other highly anticipated films like “The Fall Guy” and “Furiosa: A Mad Max Saga.

It’s been noted that a significant portion of the success achieved by “Beetlejuice Beetlejuice” can be attributed to Latino viewers, making up approximately 36% of the audience at its premiere, as per box office experts.

Even with the existing support, Esparza finds concern about the scarcity of diversity among influential figures in the industry, which subsequently influences the minimal engagement with that specific demographic: “There’s a problem with Hollywood,” he stated, pointing out that it’s “shocking” to observe so few Latino executives and actors in an industry situated in a city where almost half the population is Latino.

He asked, “What’s the reason behind this situation?” or “Why is it that after 50 years of my career, I’ve never had the opportunity to present a Mexican-American talent with significant industry influence or authority at a studio or network?

His concerns echo the sentiments voiced by John Leguizamo, who called out Hollywood during last month’s Emmy Awards. Although the actor acknowledged progress has been made, the industry “needs more stories from excluded groups,” he said.

It’s crucial for Milagro Cinemas, according to Esparza’s vision, to not just be an appealing spot for movie-lovers, but also a vibrant center for culture.

Esparza stated, “We’ve felt the lack of a Latino community, so we aim to contribute to its creation – establishing a social hub for filmmakers, actors, and industry professionals. Here, they can gather, discuss projects, share their accomplishments, past works, and future aspirations in an environment that encourages celebration.

He continued: “We want to be that reach from Norwalk to Hollywood, where studios and streamers that are doing the programming get a better sense of all the talent that exists — the ability and talent to tell stories that relate to their lives in a way that Hollywood has done for so many other communities, Italian, Irish, Jewish, African American, Asian [American] and Native American. That has been missing for Latinos.”

Beyond handling Milagro’s production ventures, Esparza has further expanded into creating the upscale theater chain, Maya Cinemas. This network is strategically positioned in underprivileged locations like Bakersfield, Fresno, and Salinas.

I find myself deeply moved by his dedication. Every Monday, as a child growing up in downtown Los Angeles, I’d accompany my father to the cinemas. Those trips to the movies remain some of my most cherished memories from my youth.

He reminisced about the times when we’d head to the Million Dollar Theater, which featured Mexican variety shows. After that, we’d either walk to the State Theater or the Orpheum to catch Hollywood films. Nowadays, a large mural of a young Esparza and his father by Robert Vargas adorns the entrance of Milagro Cinemas.

So far, the venture appears to have struck a chord with the community.

Alonzo Mendoza, 42, living close by, expressed his admiration, “It’s stunning, and I can’t help but adore the update.” He added, “The fact that they named it Miracle speaks volumes – it resonates with me. It’s a gesture of giving back to our community.

43-year-old Ramon Galvez from Pico Rivera commented: “Before, I wouldn’t feel comfortable here. There were things on the floor that I didn’t even want to think about. Now, it’s a safe and tidy space. It’s wonderful to have a venue for watching Hispanic films.

Mendoza and Galvez had also watched “Blue Beetle” previously, but they still found it worthwhile to catch it on the big screen surrounded by an audience. They described this experience as a unique occasion. Moreover, since last year’s SAG-AFTRA strike kept the film’s stars from making public appearances for promotion, the event at Milagro Cinemas had a premiere feel to it. This allowed actors present to interact personally with their enthusiastic fans.

Esparza expressed it seemed similar to the enthusiastic atmosphere you’d find at wrap parties. They continued to celebrate long into the night, simply enjoying being together.

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2024-10-09 13:31