Brand USA, the destination marketing organization for the United States, and MacGillivray Freeman Films, have rejoined forces, along with global presenting sponsors Expedia Group and Air Canada, to introduce their second giant screen film, “Ritmos de América,” to audiences in Spain. Starring Grammy Award-nominated singer/songwriter Aloe Blacc, the film premieres on Tuesday, July 24, at the L’Hemisfèric City of Arts and Sciences of Valencia, where attendees will also be treated to live performances and the best IMAX® exhibition theater in Spain. Musicians, filmmakers, influencers, and government officials will also join the celebrations for the film’s official launch at L’Hemisfèric City of Arts and Sciences of Valencia, which is also the only foreign campus of Boston, MA’s Berklee College of Music.
The Valencia premiere of “Ritmos de América” comes just five months after the film’s global release in February 2018 to a warm reception from critics and audiences alike in the USA, Mexico, France, and Canada. Uncovering the United States’ rich musical heritage, the film follows Aloe Blacc as he traces the USA’s unique musical roots, following the footsteps of Louis Armstrong through the colorful locales and cultures of the United States’ musical heritage. During the film, Blacc visits iconic music cities in the USA including New Orleans, La.; Chicago, Ill.; New York City, N.Y.; Nashville and Memphis, Tenn.; and Miami, Fla., exploring the collision of cultures that gave birth to American music genres such as jazz, blues, country, rock and roll, hip-hop, and more.
As audiences join Blacc on this joyful, tune-filled tour, they’ll experience adventures like paddle-wheel boating up the Mississippi Delta, flash mob dancing in Chicago, and skydiving with Elvis Presley impersonators over Memphis in scenes shot exclusively for the giant screen. Movie-goers will also meet other iconic artists, musicians, and innovators who are currently shaping American culture, including Jon Batiste, bandleader and musical director of “The Late Show with Stephen Colbert,” Latin music icons Gloria and Emilio Estefan, and many more.
Academy Award-nominated director Greg MacGillivray threads all these images together to create an immersive experience of culture and creativity with a soundtrack that showcases the United States’ passion for creative innovation at its purest. “America’s music has its roots in the diverse cultures that came together from different parts of the world, culminating in a unique blend of sound, culture, and innovation,” said MacGillivray. “This creativity and trailblazing spirit is what makes American music such a treasured experience around the world. I hope people are inspired to explore their own creativity after seeing the film.”
“Music is an essential part of the human experience, and I look forward to helping audiences discover the unique cultural influences that gave rise to jazz, the blues, folk, and other musical genres in the United States,” says Blacc. “I love the freedom of expression in this country, which is a source of creativity and innovation unlike anywhere else.”
“Ritmos de América” is a cornerstone of Brand USA’s marketing strategy to promote the United States as a world-class travel destination. Spain continues to be an important market for the U.S. as it has a focus in music and the arts, as well as being expected to see a 19 percent increase in visitor volume over the next five years from Spain, according to the most recent forecast from National Travel and Tourism Office (NTTO) at the U.S. Department of Commerce. Visitation to the U.S. from Spain is estimated to increase from 801,000 visitors in 2016 to an estimated 955,000 visitors in 2022.
This will be Brand USA’s first time visiting Spain and the millenary Mediterranean melting pot of Valencia. “Spain is a very important market for Brand USA and we are excited to showcase the depth of this film at L’Hemisfèric, where we can reach Spanish travelers through the emotional power of music and history,” said Christopher L. Thompson, president and CEO of Brand USA. “This film provides a unique opportunity for us to showcase the diverse destinations, people, and experiences available in the United States to Spanish travelers through the captivating experience of the giant-screen and the universal language of music.”
“Music has the power to bring people together, especially here in the United States where diversity and creative freedom are such an important part of the culture,” says Shaun MacGillivray, producer of “Ritmos de América” and president of MacGillivray Freeman Films. “We’re using the immersive, visual giant screen experience to tell the story of America’s musical and cultural heritage in a new and powerful way.”
“L’Hemisfèric City of Arts and Sciences of Valencia is honored to host this event in which the United States showcases the culture and music that have influenced that country and have managed to inspire and attract travelers and adventures from all over the world. More than a movie, “Ritmos de América” is an audiovisual experience that can only be enjoyed in all its breadth in a place like L ‘Hemisféric,” says Enrique Vidal, General Director of the Ciutat de les Arts i les Ciències.
The Valencia premiere will be the fourth international premiere of the film, showcasing how music can be seen as a universal language across all countries and cultures. “As a longtime travel partner of Brand USA, we are honored to lend support and raise awareness as a global sponsor and exclusive online travel activation partner of this film,” said Wendy Olson Killion, global vice president of Expedia Group Media Solutions. “We believe music has the ability to inspire travelers from all over the world to explore new places and cultures.”
Leveraging the experiential nature of the giant screen to show travelers the nearly limitless experiences that the United States has to offer remains an integral part of Brand USA’s marketing strategies to drive international tourism to communities in all 50 states, five territories, and the District of Columbia. Brand USA’s first giant screen film, “National Parks Adventure,” now available on Netflix, was voted Best Film of the Year by the Giant Screen Cinema Association and became the highest grossing documentary film of 2016. The film is having a material impact on incremental visitation, per a March 2018 in-theatre study conducted by Brand USA, capturing insights from audiences in Toronto, Mexico City, Mumbai, and Paris. The study found 57 percent of film viewers expressed a strong positive impact on their opinion of the USA as a travel destination and 20 percent now plan to visit the USA as a result of watching the film.
“Ritmos de América” will play in select IMAX® and giant screen theaters across Spain. For a current list of theaters showing “Ritmos de América” in Spain, please click here. To discover more about the USA’s rich musical culture and the diversity of experiences the country has to offer, please visit Brand USA’s consumer website VisitTheUSA.com and follow Visit The USA on Facebook, Twitter, and Instagram.
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