Two years ago, Xolo Maridueña had a surprise appearance on the red carpet for Warner Bros.’ DC feature film, The Suicide Squad. Little did he know that the night before, at a surprise dinner thrown by DC executives, he would learn that he had landed his biggest role yet: starring as the title character in the action-adventure film Blue Beetle. In an interview with The Hollywood Reporter at the time, Maridueña expressed his excitement, stating that it felt like a fairy tale.
Fast forward to today, and Blue Beetle is set to hit theaters on August 18th. However, there won’t be a red carpet premiere for the film, despite it being the first studio movie to center on a Latino superhero. This is because Blue Beetle is the first major live-action release to come out since the actors’ strike began on July 14th, and it did not have a press tour scheduled in advance.
Typically, a movie like Blue Beetle would receive a full publicity push, with the cast making appearances at events like San Diego Comic-Con to discuss the significance of the film. Unfortunately, due to the strike, the cast won’t have the opportunity to promote their work. Director Angel Manuel Soto expresses his disappointment, stating that it’s a shame the cast cannot have the spotlight they deserve, especially for a film that celebrates their culture.
Blue Beetle’s release comes after a series of unsuccessful attempts at Latino representation in Hollywood. Batgirl, starring Dominican American actress Leslie Grace, was unceremoniously shelved by Warner Bros. Discovery last year. In The Heights, a musical aimed at Latino audiences, also failed to resonate with viewers, leading to accusations of colorism directed at the studio.
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The Latino community had high hopes for Blue Beetle, especially as it was originally developed for HBO Max with a substantial budget. Alongside other projects like Eva Longoria’s Flamin’ Hot and A24’s Problemista, which have seen delays due to the strike, it seemed like Latino representation was on the rise. However, the film’s limited release and lack of promotional opportunities have led to concerns about its cultural impact and the future of diverse projects in Hollywood.
Despite these challenges, organizations like the National Association of Latino Independent Producers are planning to buy out theaters for community members and schoolchildren to see Blue Beetle. However, there are fears that the film, which is projected to have a $30 million opening, will not receive the same cultural moment as films like Marvel’s Black Panther or Shang-Chi and the Legend of the Ten Rings. Multiple sources in the inclusion space worry that if Blue Beetle doesn’t perform well, it could discourage studios from investing in similar projects in the future.
Ana-Christina Ramón, who is a board member of the Latino Film Institute and the lead author of the UCLA Hollywood Diversity Report, emphasizes that no single film should have to carry the burden of representing an entire community. However, she believes that Blue Beetle’s success can serve as a powerful example of the value of investing in Latinx creatives.
In the face of the strike and the lack of a traditional promotional campaign, Warner Bros. has shifted its strategy to a more grassroots approach. Screenings have been held in cities with large Latino populations, and director Angel Manuel Soto has been acting as the film’s ambassador, traveling across the country to promote it. The studio has also reached out to organizations like Gold House, which supported films like Crazy Rich Asians, to help create buzz for Blue Beetle.
Despite his frustrations, Maridueña remains hopeful. He has shown his support for SAG-AFTRA in a video and urged fans to spread the word about the film. Regardless of its box office performance, Blue Beetle likely won’t be the last time we see Maridueña’s character. Director James Gunn has stated that Blue Beetle will continue in the rebooted universe he is developing with DC Studios.
In conclusion, the release of Blue Beetle amidst the actors’ strike has presented significant challenges for the film’s promotion and cultural impact. However, the Latino community remains hopeful that the film’s success will pave the way for more diverse representation in Hollywood. Despite the lack of a red carpet premiere, organizations and grassroots efforts are working to ensure that Blue Beetle receives the recognition it deserves.
