With the release of the film adaptation of “In the heights” on June 10, the New York City Tourist Board launched a content platform celebrating its Latino heritage.
With the title “The Latino Experience in NYC,” this new platform was developed in partnership between Warner Bros., which produced this film, and NYC & Company. Along with the release of the film, the NYC campaign will bring the cultures of the city’s Latino population, which spans the city’s five boroughs, to the forefront.
“The film gives us a unique opportunity to authentically showcase the rich and diverse Latino communities and heritage that exist right here in New York City,” NYC & Company President and CEO Fred Dixon said in a media statement. “With Washington Heights as the film’s dynamic backdrop, it’s only natural that we promote this lively neighborhood.”
Based on the Tony Award-winning Broadway musical with music and lyrics by Lin-Manuel Miranda and book by Quiara Alegría Hudes, “In The Heights” takes place in Washington Heights.
Both the stage and film versions present the stories of the neighborhood’s different residents. Its main character is Usnavi, a young man who manages a popular bodega and saves money for a better life.
Usnavi is played by Anthony Ramos, who is known for his two roles as John Laurens and Philip Hamilton in “Hamilton”, a musical also created by Miranda.
“The Latino Experience in NYC” shows Washington Heights through an online package of multimedia content related to its on-screen appearance and real-life locations. This package includes one dozen exclusive interviews with the film’s cast member and creative team; a new travel guide to Washington Heights; and behind the scenes photography of the film.
All of these materials can be accessed through the NYC & Company website.
However, Washington Heights is not the only NYC neighborhood tied to Latino heritage found in this package.
“The Latino Experience in NYC” will also promote Manhattan East Harlem neighborhood and Brooklyn’s Bushwick quarter. In addition, new cultural guides will promote Uruguayan and Peruvian culture in NYC, with itineraries in the Queens neighborhoods of Ridgewood, Sunset Park and Corona. A NYC Guide to Mexican culture is also planned.
Overall, the package reflects NYC’s Latino population. A 2020 survey conducted by Hispanic Federation cites that the New York City metro area is home to 4.8 million Latinos, who have the second largest capital region concentration in the country. The survey also shows that the state of New York has the fourth largest Latin American population in the United States.
Along with his Latino culture, Lin-Manuel Miranda drew Washington Heights as inspiration to create this musically turned film. He grew up in northern Manhattan and was also involved in film production.
In a press release, he explained: “I started writing ‘In The Heights’ because it felt like the most natural place in the world to create a musical. Music comes out of every corner and every apartment and every store, especially in the summer. ”
“ ‘In The Heights’ exists because Latinos are so invisible in so much of the entertainment world, especially in musical theater, “Miranda said,” and so I dare my mandate to myself when I started writing this with Quiara [Alegría Hudes, co-writer], had to put us on the map and tell the stories I did not see [in the media]. ”
Other content in NYC & Company’s “The Latino Experience in NYC” includes “All In NYC: Portraits.” This video collection tells the stories of Latino small business owners and community leaders in the five boroughs, including Lit.Bars Noëlle Santos and Bronx Beer Halls Anthony and Paul Ramirez.
This digital hub also has other similar resources. They are “Summer in the Bronx: A NYC Love Story, ”“Where to See Latin American Art in NYC Museums, ”“Latin American historical and cultural sites in NYC“And”10 of NYC’s best Latin American restaurants. ”
NYC & Company plans to create and upload more related content on an ongoing basis at nycgo.com/TheLatinoExperience.