She's on a mission to make Latin films

For nearly a decade, actress Salma Hayek and her production partner, José Tamez, have been trying to launch a mini-studio that caters to the Latino audience. They're finally getting some traction, thanks in part to the success of "Ugly Betty," the popular television show they produce for ABC that is based on a Colombian soap opera, "Yo Soy Betty, la Fea," and "Frida," the 2002 biography of artist Frida Kahlo in which Hayek also starred.

In April, the pair got another break when Metro-Goldwyn-Mayer Inc. agreed to finance, market and distribute several Latin-themed movies under the label Ventanazul, a 50-50 venture with the studio. Hayek and Tamez said in a recent interview with The Times that they intended to make mainstream English-language films with talent from Latin America as well as the U.S.

Now comes the hard part.

Ventanazul wants to prove there's a large audience for films with Latin cultural references. Latinos already see more movies than any other ethnic group. But Hollywood for years has grappled with how to tap deeper into this niche.

This year marked a breakthrough for Latino filmmakers. Mexican directors Guillermo del Toro, Alfonso Cuarón and Alejandro González Iñárritu each were nominated for Oscars for their films "Pan's Labyrinth," "Children of Men" and "Babel" and are now making a series of films together.

However, this summer's Latin-themed films have not set the world on fire. Universal's "Illegal Tender," a gangster drama directed by Franc. Reyes and produced by John Singleton, got off to a sluggish start last weekend. Jennifer Lopez's "El Cantante" did well in certain cities such as Miami and New York but has grossed a disappointing $6.8 million since its Aug. 3 release.

Previous attempts to reach Latinos with such films as "Chasing Papi" in 2003 and last year's "La Mujer de Mi Hermano" have also been disappointments.

Ventanazul's first release next year is expected to be an English-language adaptation of the Israeli coming-of-age film "Bonjour Monsieur Schlome." Colombian-born Rodrigo Garcia will direct the movie, tentatively titled "Diego Ascending."

Hayek, who is due to give birth any moment to her first child, said she would not be moving to Paris to join her fiance, François-Henri Pinault, head of fashion conglomerate PPR, which owns Gucci and Yves Saint Laurent.

Some excerpts from the interview with Hayek and Tamez:



Why aren't more studios taking chances with projects aimed at the Latino niche?

Hayek: Because, honestly, there have been a lot of failures. You want to be conservative because there is not a clear vision of what the market is exactly.

But you want everyone to go see your films, not just Latinos, right?

Hayek: Yes. They will feel proud they are represented as Latinos and at the same time [other] Americans won't feel alienated. The idea is to make movies that are a lot like "Betty" or "Frida."

Tamez: The big studio movies try to include one Latino, one African American or one Asian to try to attract that part of the audience. We want to make projects from the Latino world and present it to the whole audience.

Did you approach other studios such as Disney, which has benefited from "Ugly Betty" as the owner of ABC?

Hayek: We love working with Disney and we have movies with them. But MGM was very determined to do this deal. They were very aggressive about trying something new. Do you feel pressure to show that this can work?

Tamez: Yes. We are investing in this. If it works it will be good for us, but if it doesn't work. . . .

Hayek: It's not like we have a salary. We really are partners and we are investing time and money in it. . . . But I believe there is really a market. I know it's there.

How has "Ugly Betty's" success helped you as producers?