The name is Spanish slang for “forward.”
HBO has rebranded its Latino outreach platforms as HBO Max Pa’lante!, taking its name from the Spanish slang for “forward.”
“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian American and LGBTQ+ audiences,” WarnerMedia senior vice president of multicultural marketing Jackie Gagne said in a statement. “With the launch of HBO Max Pa’lante!, we are creating a home for Latinx viewers and a community committed to nurturing Latino voices and sparking provocative conversations.”
HBO Max is promoting its new brand in a variety of ways, starting with an animated Tapiz (tapestry) Manifesto illustrated by Katty Huertas, Daniel Moreno, COVL and Carolina Lopez Corominas and narrated by Cristela Alonzo, as well as a sizzle reel featuring Latino representation in its content:
Alonzo will also join HBO and HBO Max’s Latino talent in the recurring editorial series Pa’Lante Pa’Mi (“for me”), in which talent including comedian Aida Rodriguez, Charm City Kings director Angel Manuel Soto, Jesse y Joy singer Joy and Orishas frontman Yotuel Romero will explain what the concept of pa’lante means to them. And on March 25, HBO Max will celebrate the launch of Pa’lante! with virtual events that will include a keynote address, storytelling panels and musical performances.
Pa’lante! does not replace HBO Latino, the 21-year-old premium cable channel that will continue to exist, but the new audience initiative is part of the company’s desire to bring greater and broader visibility to its Latino representation and programming. As HBO Max explained in its press release unveiling the rebrand, Pa’lante! is “a celebration of the ambicultural movement that embraces being both fully Latino and fully American without having to sacrifice any part of one’s identity.”