Hulu Launches First Spanish-Language Original Series ‘La Máquina’

Hulu has taken a significant step into the realm of Spanish-language content with the release of ‘La Máquina,’ a new original series starring Gael García Bernal and Diego Luna. This marks Hulu’s first Spanish language-produced original series, developed in collaboration with Searchlight Television.

The series centers on an aging boxer and his manager as they strive for one last chance at a championship title. According to Jordan Helman, Executive Vice President of Drama at Hulu Originals and ABC Entertainment, the idea for ‘La Máquina’ was brought to Hulu by the television arm of Searchlight Pictures. Helman expressed excitement about reuniting García Bernal and Luna on screen with showrunner Marco Ramirez, best known for his work on ‘Daredevil‘ and ‘Orange is the New Black.’

“All of those elements together, paired with the color and bombast of the world and idea at the core of ‘La Máquina,’ made it feel like an undeniable package,” Helman told ADWEEK.

Ramirez, who is writing a show in Spanish for the first time, highlighted the personal significance of the project. “I have family members for whom this will be the first show I ever write that they’ll be able to see in their native language without reading English subtitles,” Ramirez explained.

The premiere of ‘La Máquina’ comes at a time when the Spanish-speaking audience in the United States is gaining importance. The 2020 Census shows this demographic accounted for 51% of all new population growth, making it a crucial audience in TV negotiations. Helman and Ramirez emphasized the universal appeal of the series, which explores themes of brotherhood beyond language limitations.

“Shows like ‘La Máquina’ may likely over-index with Spanish-language speakers, but they are not exclusively made for that audience alone,” Helman clarified, noting the growing acceptance of international shows and subtitles.

To market the series, Hulu collaborated with UFC and ESPN, hosting an event on Mexican Independence Day which featured the series’ stars at the Noche UFC live show in Las Vegas. During the event, Gael García Bernal and Diego Luna joined an ESPN-hosted segment to discuss Mexican culture, enhancing the series’ visibility among wide audiences.

Hulu’s promotional strategy reflects its commitment to engaging diverse cultural groups. “Our programming strategy has long been one that caters to many different types of audiences,” Helman said, describing Hulu’s effort to retain and attract subscribers by offering a varied and diverse slate.