As in the Tony-winning stage musical, the story highlights the tight-knit community of Washington Heights, including likeable, magnetic bodega owner Usnavi, who imagines and sings about a different life.
“The new In The Heights film gives us a unique opportunity to authentically showcase the rich and diverse Latino communities and heritage found right here in New York City. With Washington Heights as the dynamic backdrop of the film, it’s only natural that we promote this vibrant neighborhood. We applaud Warner Bros. Pictures on this new film release and look forward to promoting this beautiful ‘love letter’ to New York City, while inviting travelers to experience all of our city’s unique Latino cultures,” said NYC & Company president and CEO Fred Dixon.
“We are so pleased to partner with Warner Bros. Pictures on the release of In The Heights. This innovative partnership is a fantastic way for us to promote this vibrant new film while also showcasing the beauty and appeal of Washington Heights. We applaud the filmmakers and thank them for helping us amplify our city’s Latino culture so authentically. We are also very excited to magnify the diverse and rich Latino heritage of our city through the launch of our new The Latino Experience in NYC on NYCgo.com,” said NYC & Company chief marketing officer Nancy Mammana.
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NYC & Company also has created a new, broader and ongoing five-borough platform to spotlight Latino heritage and communities throughout NYC, The Latino Experience in NYC; over one-quarter of the city’s population is Latino. In addition to the In The Heights content featuring Washington Heights, it also is spotlighting businesses and visitor experiences in other neighborhoods, including Manhattan’s East Harlem and Brooklyn’s Bushwick. New culture guides will promote Uruguayan and Peruvian culture in NYC, with itineraries in Ridgewood, Sunset Park and Corona; a guide to Mexican culture will follow.
The new Latino platform also will feature videos telling the stories of Latino small-business owners and community leaders across the five boroughs, as well as content including “Summer in the Bronx: An NYC Love Story,” “Where to See Latin-American Art in NYC Museums,” “Latin-American History and Culture Sites in NYC,” and “10 of NYC’s Best Latin-American Restaurants.”