The multi-event, year-round, APERTURA showcase mission is to advance, promote and inspire Latino content creators across media, while creating a forum for discussion between filmmakers, the industry and the audience. It also leverages the reach of the American Cinemtheque in order to expose new Latino talent.
APERTURA presents diverse features, documentaries, shorts, TV/Web programs, and other moving-picture art from the U.S., Latin America and Spain. APERTURA showcases at the American Cinemathequeís historic Egyptian Theatre in Hollywood and it will look to expand its geographical reach as the program grows.
Programming is drawn from submissions, festivals and other showcases, and includes premieres and exclusive screenings, as well as retrospective tributes. The launch of APERTURA was on July 28, 2016.
APERTURA welcomes organizational, governmental and corporate support for its programs. It does also seek and offer collaboration with other festivals and organizations involved in Latino entertainment.
The name of our showcase, APERTURA, is the Spanish word for aperture, in reference of a key photographic concept, as well as its connotation of newness, openness and diversity. Our showcase’s symbol is a graphic representation of a 6-blade lens shutter adorned with graphics inspired by the Oaxaca’s art called “Alebrijes”, that in its most popular form, is represented on wood or paper mache sculptures of fantastic characters or animals, hand painted in very bright colors, highly contrasted with intricate patterns. The byline is descriptive of our character, location and uses the word “CINEMA” in its most original meaning, movement, encompassing all motion picture medias.
THE EGYPTIAN THEATRE
APERTURA is showcased in one of the most revered and historical movie palaces in the world, The Sid Grauman's Egyptian Theatre, located on the epicenter of the entertainment industry, Hollywood Blvd. The Egyptian Theatre was the venue for the first-ever Hollywood premiere, Robin Hood, starring Douglas Fairbanks, on Wednesday, October 18, 1922.
In the early 1990s, the theatre eventually fell into disrepair. In 1996, the city of Los Angeles sold the theatre to the American Cinematheque for a nominal one dollar with the provision that the landmark building be restored to its original grandeur and re-opened as a movie theatre. The Egyptian Theatre was re-opened to the public on December 4, 1998, after a $15 million renovation.
The main theatre now accommodates 616 patrons, named after Los Angeles philanthropist Lloyd E. Rigler. The smaller, 77-seat, theatre is named for Hollywood director Steven Spielberg. The Cinematheque also operates the 427 seat Aero Theatre in Santa Monica, California. Truthful to its mission, the Cinematheque maintains all three screens with state-of-the-art sound and projections systems. All three screens may be used to exhibit APERTURA programs. The showcase may also travel to other screens in order to enhance its reach to the general audience.
APERTURA is presented by the consulting firm of Alex Mendoza & Associates and the film exhibition organization American Cinematheque, a non-profit organization. At the moment a new non-for-profit organization is being formed to manage the APERTURA showcase, in the meanwhile, the American Cinematheque will serve as the organization of record.
Alejandro (Alex) Mendoza is the founder of Alex Mendoza and Associates, a consultancy serving production companies and filmmakers since 2000. Since his career began in 1987, Mendoza has served as Director of International Sales and Distribution at Vestron, Inc. and Live Entertainment, Inc., managed Saban Entertainment's Home Video division and handled the distribution of new releases and the library at Morgan Creek International. He is also a scholar level advisor on the Gerson Lehrman Group Council of Advisors. With 20+ years of experience in the fields of marketing, distribution, festivals, conferences, and markets, he is also fully immersed in the Latino community in the entertainment industry, brokering and facilitating deals and project development. He is also the owner of AMARTE Event Image Specialist, a design and large format printing studio that develops branding for 30+ festivals, conferences, awards shows and premieres each year.
Established in 1981, the American Cinematheque is a 501 C 3 non-profit viewer-supported film exhibition and cultural organization dedicated to the celebration of the Moving Picture in all of its forms. At the Egyptian Theatre, the Cinematheque presents daily film and video programming which ranges from the classics of American and international cinema, to new independent films and digital work. Exhibition of rare works, special and rare prints, etc., combined with fascinating post-screening discussions with the filmmakers who created the work, are a Cinematheque tradition that keep audiences coming back for once-in-a-lifetime cinema experiences. The American Cinematheque renovated and reopened (on Dec. 4, 1998) the historic 1922 Hollywood Egyptian Theatre. This includes a state-of-the-art 616-seat theatre housed within Sid Graumanís first grand movie palace on Hollywood Boulevard. The exotic courtyard is fully restored to its 1922 grandeur. In January 2005 the American Cinematheque expanded its programming to the 1940 Aero Theatre on Montana Avenue in Santa Monica.