HBO Max Pa’lante’s Pop-up Promoting Romeo Santos Shows Is a Love Letter With Holograms

HBO Max Pa’lante, the streaming network’s Latinx-focused audience initiative, is kicking off a week-long pop-up in New York’s Washington Heights neighborhood that uses holograms to make a distant appearance feel more personal. The activation, dubbed House of Bachata, starts Friday, July 30 and is produced by Latina-owned entertainment marketing firm MTW Agency. The interactive program concludes Friday, Aug. 6 with the release of two HBO Max streams showcasing a star of the program’s eponymous Dominican musical genre: Romeo Santos: King of Bachata and Romeo Santos: Utopia Live From Metlife Stadium. In between, the WarnerMedia network is celebrating “everything bachata,” which is a Latin American music and dance style popular in the Dominican Republic since the early 1960s. The pop-up is described as “a love letter to bachata,” said Jessica Vargas, director of multicultural marketing and the lead of HBO Max Pa’lante ( the name is a contraction of the phrase “para adelante,” which translates to “forward” or “go ahead”). Netflix Stunt Brings Horror Movie to Life on the Streets of Milan A hybrid interaction The documentary follows Santos and The Kid Mero as they travel the countryside of the Dominican Republic in search of the birthplace of bachata and spotlight the icons that pioneered the dance music, which is related to merengue, bolero and other Afro-Latin sounds. Given that Santos couldn’t appear at the pop-up in the flesh, Max Pa’lante tapped PORTL, a provider of “holoportation technology” to put his 3D-laser image front and center. PORTL is generally known for beaming the likenesses of business leaders and celebrities into interactive meetings. The Santos promotion represents an extension of how PORTL’s hologram creations can be produced for entertainment and marketing. The use of the technology also reflects consumers’ expectations of “hybrid” digital and in-person experiences. Starting with his Latin hits in 2002 with the group Aventura, the Bronx-born Santos has remained closely associated with bachata, which gained popularity in the Dominican Republic in the early 1960s. The documentary traces the ascent of the disenfranchised genre from the oppressed countryside of the Dominican Republic to its unprecedented international recognition—culminating in a concert starring Santos, alongside the legendary 'bachateros” that paved the way before him. “HBO Max’s House of Bachata brings that journey to life in New York, Romeo’s hometown and where the genre continues to be embraced by the large population of Dominican immigrants and Dominican-Americans who call Upper Manhattan and the Bronx their home,” Vargas told Adweek. “We opened it to the public for seven days to give the entire community—from Latinxs of all nationalities to allies—an opportunity to learn about the genre, take part in some of the events we’ll host inside and gain a deeper appreciation for bachata and Dominican culture.” The week-long pop-up experience, House of Bachata is located in Washington Heights, which is home to one of the largest Dominican populations in the U.S. The space highlights aspects of Dominican culture and bachata music by creating a mini-version of the neighborhood. There are familiar sights such as a bodega, barber shop and salon treated in idealized fashion. Looking to influencers In partnership with the CUNY Dominican Studies Institute, the House of Bachata is also hosting special events throughout the week. In addition to the opening night gala reception, there will be a bachata dance class, documentary screening, children’s instrument class and more. On top of that, there will be daily happy hours sponsored by Anheuser-Busch InBev Caribbean beer brand, Presidente, which also has roots in the Dominican Republic going back to 1935. “As a Dominicana raised in New York, I truly want the community and fans to leave the House of Bachata feeling seen, proud and eager to learn more about the genre,” Vargas said of the pop-up and forthcoming streams. “Ultimately, success for this community activation means empowering Latinos to learn about their history and celebrate it.” The metrics Vargas and her team are looking to include national and local press coverage plus social buzz and engagement from influencers and community members in connection to both the House of Bachata and the documentary. “We will also monitor attendance to the House of Bachata,” she said, “and the many workshops programmed by our agency MTW, who helped us conceptualize and produce the whole experience.”