HBO Max has set a new audience initiative titled HBO Max Pa’lante! which looks to break down barriers for new voices and driving awareness to culturally relevant programming across HBO Max for Latinx audiences.Pa’lante!, which translates to “forward”, was founded on the vision of empowerment, resilience, and hope.
It hopes to celebrate the ambicultural movement of embracing being both fully Latino and fully American without having to sacrifice any part of one’s identity.“For more than a decade we’ve been developing creative, audience-first campaigns that strategically engage Latinx, Black, Asian-American and LGBTQ+ audiences,” said Jackie Gagne, Senior Vice President, Multicultural Marketing, WarnerMedia. “With the launch of HBO Max
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