Nov 11, 2008
A TELENOVELA PREMIERES TO THE PRESS
Last week I attended the premiere for the press of my new object of study: telenovela LA VIDA ENTERA. This isn't my first time in these events that, along with the promotional spots, constitute the publicity engine for the new telenovela.
To be sure, this is a public relations event. The centerpiece is watching the first episode before it airs. In the event, information about the new telenovela is disseminated via a press kit. LA VIDA ENTERA's press kit consisted of a glossy brochure in magazine format and a CD-ROM with photos and interviews with cast members. Additionally, the premiere allows reporters to interview writers and actors. The main outcome of this event is media coverage of the telenovela which creates expectation in the audience.
For a scholar, this is a fascinating event to observe. I enjoy watching the telenovela's first episode before it actually airs. Most importantly, I'm able to observe first hand the reactions of the entertainment press and actors. Later, it's truly interesting to read news stories and gossip columns about the premiere. These media stories vary immensely in quality and accuracy. (For instance, the next day a television gossip show commented how beautiful was the "fuchsia" evening gown that actor Marlene De Andrade was wearing...when she actually wore a black dress!).
Here's a video I prepared with images from the event. The quality is low. It was hard for me to record from where I was sitting and the resolution isn't too good. But, it will give you a taste of the event and the characters of LA VIDA ENTERA.