As Black Panther, Wonder Woman, and most recently, Captain Marvel proved, studios appealing to underrepresented audiences will bring out box office success if the movie is good.
In the theater itself, we were greeted by another curandero on the stage who warded off the evil eye by shaking a maraca and waving a collection of white charms before ending with a prayer where he instructed the audience to brush away negative energy with a red pañuelo (handkerchief), which we were to leave in the theater lest we risk bringing bad spirits home with us.Īll of this is to say that New Line Cinema seemed to be legitimately trying to appeal to the Latinx audience with this movie, as it should. Jump to early in the day of the film’s world premiere, where I was walking around Austin with our Editor-in-Chief, Jonathan Barkan, and we came across a group of curanderos waving sticks of sage over festival-goers to protect them from evil spirits. So when SXSW announced The Curse of La Llorona as part of its film festival lineup earlier this year, I had high hopes. The reaction was overall positive, with excitement among fans to see the very first studio horror movie about a Latin American folktale starring a mostly Latino cast. It was last year at San Diego Comic-Con during preview night, at a special event by New Line Cinema they call “ScareDiego,” that we got our first glance of the movie that was up to that point referred to as The Children, revealing its new title of The Curse of La Llorona.
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