El Rey, Robert Rodriguez, makes Latino look so COOL.

First the Machete Kills trailer (teaser) drops. It doesn’t come out for another few months -three days before Mexican Independence day to be exact, September 13. Which reminds me, I must re-watch Machete. As I recall, way underneath the action and sex titilliation, there was some subversive commentary on US/Mexico relations. This trailer right here is the one I found en Espanol.

Then, Indiewire reports that Robert Rodriguez and los Charrolastras (Diego & Gael) are teaming up with Fantastic Fest and Tim League for a fantastico mercado. A co-production market for “Latin films”.  I’m really digging this menage a tres collaboration. They each bring cred, scope and connects to provide a viable channel and avenue for the growing number of American Latino filmmakers working in genre today. I see the raw talent out there through festival submissions all the time. Hopefully the Americans don’t get dissed next to the international (Ibero-American fare). There’s no doubt genre films, whether horror, supernatural, crime, action, comedy (read: anything but coming of ager dramas) are accessible, audience driven and more importantly COMMERCIAL which is what Canana wants as it expands its distribution tentacles.

It really does feel like RR is eager to give back and nurture the ‘underserved’ Latino community. Makes me almost forgive him for saying he wouldn’t want to limit himself by identifying as Mexican American at last year’s NALIP. That comment aside, I gotta hand it to him, he’s been a big influence in shaping our modern American cultural zeitgeist towards mainstream acceptance of Latinos.  Whereas once having the last name, Rodriguez in pop culture, it was discriminated and dismissed (see Sixto Rodriguez’s story in Searching for Sugarman) now its seen as BADASS and SO COOL to be Latino.  Even Charlie Sheen, who has seen his cool mojo factor slip in middle age, recognizes, as evident by his decision to use his birth name, Carlos Estevez in Machete Kills.

#MasCool

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