Since Armida Espinoza was a little girl, she has always loved watching movies – movies in her native language of Spanish, in particular.
As the founder of the new CineAméricas project at Fresno’s historic Tower Theatre sipped iced tea inside a local coffee shop, she remembered the highlights of the films of her childhood.
She remembered when the only theater in Fresno featuring Spanish-language films was the Azteca Theatre downtown, four blocks away from her home. Espinoza and a friend frequently enjoyed watching famous Mexican actors such as Pedro Infante, Antonio Aguilar, Cantinflas, among many others.
Drawing from her childhood, Espinoza, who has been an education administrator for more than 10 years, began to think: “Where are all the Mexican Theaters?” Then, seeing that childhood friend about 10 years ago got her thinking.
After leaving education to care for her family, Espinoza started brainstorming the idea of CineAméricas.
Having no experience with the film industry or anything related to it, Espinoza started from the bottom. A night job at the Sierra Vista theater in Clovis while teaching during the day taught her the aspects of theater operations. “I was there to learn!” she said enthusiastically.
The idea of screening Spanish-language films herself, although intimidating, was exactly what Espinoza felt she had to do.
“I wanted to let the community know that we’re here,” she said. Wanting to give today’s community the same Spanish film experience she had as a child, she wanted Latinos to have other choices than going to the mall, the park, or a remate – a flea market.
Funding the project herself, she hopes to support CineAméricas as long as possible. Espinoza has a crew of 16 migrant student employees from Fresno State whom she made sure were bilingual, as she considers that an important aspect of being involved with the project.
Beginning this past February, CineAméricas at the Tower Theatre has focused on first-run, family-oriented films with ratings of G, PG, and PG-13, such as “Bajo la Misma Luna” (“Under the Same Moon”). Every Sunday, one film is shown at 2 p.m. and again at 4:15 p.m.
Espinoza has received requests for other Spanish films that happen to be R-rated. Although she recognizes many of them are good films, they wouldn’t fit the family-oriented atmosphere. “I’m hoping it takes off, then maybe I’ll do an R-rated film at 6 p.m., but I don’t want to encourage or perpetuate all the bad stuff from films,” she said.
CineAméricas was well-received at the beginning, Espinoza said, but crowds have wound down somewhat. Hoping to regain the numbers from her early Sunday crowds, she took a chance many others wouldn’t have – free admission in the month of March. “Having a free month was cool,” she said. “It worked out OK.”
CineAméricas is now on hiatus in May, due to the Tower Theatre hosting other events, but Espinoza hopes to come back in June with a bang.
Adding to the movies, she’ll begin a new weekly event running right after the last screening. Her “Noche de Aficionados” will be a sort of talent show that will further involve the patrons.
“Noche de Aficionados,” with three different age categories, will let people showcase their singing, dancing, acting, musical or poetry talents. Having different groups, each one will have one winner each night, chosen by the audience. Each winner will receive a prize.
“When kids are in talent shows, the whole family comes out, involving the whole community,” Espinoza said.
Remaining optimistic, with the help and support of Fresno moviegoers, Espinoza hopes CineAméricas will thrive. She said, “I always think things happen the way they’re supposed to. It’s just going to take a little bit of time.”
