Diego Luna on Directing 'Cesar Chavez' Biopic That's Impacting Washington: 'It's Been Like a Dream'
Directing a powerful biopic on the iconic, Mexican-American farm worker, labor leader and civil rights activist, Cesar Chavez, was one of the most moving chapters in the life of Mexican actor/director Diego Luna.
"It's been like a dream," he told the Latin Post. "When you do a film, you are always hoping that when it's ready, there is always an audience for it. This film [Cesar Chavez] has shown that there are so many out there that want this story to be told. You want to make sure that these people get celebrated."
The film, which won the Audience Award at SXSW, tells the story of the iconic labor leader's fight to unionize farm workers and the inception of the United Farm Workers of America, and highlights their fight for better pay and conditions for the laborers who picked grapes in the fields of California. Michael Peña plays Chavez, America Ferrera plays his wife, Helen Chavez, and Rosario Dawson plays Dolores Huerta, a labor leader and civil rights activist who co-founded the National Farmworkers Association, which later became the United Farm Workers. John Malkovich plays a farm owner.
Luna is most notably known for his roles in Y Tu Mamá También, directed by Oscar Award-winning, fellow Mexican director, Alfonso Cuarón; Rudo y Cursi, where he reunited with Gael García Bernal under the direction of Carlos Cuarón; Milk, directed by Gus Van Sant; and most recently in Elysium, directed by Neill Blomkamp.
Luna's motivation for making the film was to "keep the legacy of Cesar Chavez alive and to make sure every person in this country is aware of their history," he explained.
"Film makes stars and heroes... these are the people who feed us, they should be celebrated and recognized, and they shouldn't struggle so much to feed their own families -- and we can be part of that," added Luna, who spent four and a half years making the film.
At the same time, it would be monumental if the film had a ripple effect and evoked real change in Washington -- a strategy that has been nicely executed.
In addition to the film's March 28 official release, The United Farm Workers, the Cesar Chavez Foundation and the Cesar Chavez National Holiday Coalition's push to make Cesar Chavez's March 31 birthday a federal holiday through a powerful petition coincides with a March 19 screening of the film at the White House.
Cesar Chavez, lead-produced by Mexico's Canana Films, distributed by Pantelion Films and co-financed by Participant Media, was given a brief pre-screening introduction by President Obama on Wednesday to an audience including House Minority Leader Nancy Pelosi and Valerie Jarrett, senior adviser to the president, is just one highlight of an exceptional release strategy, Variety reports.
"We haven't handled 'Cesar Chavez' like an ordinary campaign. Right from the get-go, we knew we had to run the full campaign almost as a political campaign, do it from a grassroots basis, get organizations involved which spoke to the film's audience and treat 'Cesar Chavez' as a movement picture," Pantelion Films CEO Paul Presburger told Variety.
SXSW 2014 Latino Presence:
On March 11, as part of SXAméricas (at South by Southwest, in Austin) Luna teamed up with Robert Rodriguez, director of acclaimed films such as Once Upon a Time in Mexico and Sin City for a conversation about their latest productions.
Luna discussed his role as director of the upcoming film, which is made its North American premiere at SXSW Film on Monday, March 10.
While he was there, Luna decided to get an inside look to see if the people of Austin knew the identity of Cesar Chavez, so he headed to Cesar Chavez Street with Fusion to ask people passing by -- and needless to say, he got a "rude awakening!"
"People... they don't want to participate. This is terrible," said Luna, who was unrecognizable to the people on the street.
While the South by Southwest festival attracts an international and national crowd, there were some "very disappointing answers," including a reference to former Venezuelan president Hugo Chávez, but one made surprised Luna and restored his faith in humanity.
After the film officially hits theaters on March 28, Luna told the Latin Post that he may return to Cesar Chavez Street in Austin.
"I will do it in a few months, definitely, I will go and definitely find out if the film had an impact or not," he told the Latin Post.
The Kennedy Family's Support of Luna's Film:
On March 17, the NYC premiere screened at the AMC Empire 25 in New York City and was hosted by The Robert F. Kennedy Family, Kerry Kennedy and the Robert F. Kennedy Center for Justice and Human Rights.
"Robert F. Kennedy played a key part, not in this film, but in the history of this movement," he told the Latin Post. "It was important that he got involved and that he got behind Cesar and that he supported so much the movement, and today... yeah it's been a dream come true."
In attendance were: Paul Chavez, the son of Cesar Chavez, who is also the President and Chairman of the Cesar Chavez Foundation; human rights activists Kerry Kennedy and Robert F. Kennedy Jr., the Hispanic Federation, the United Farm Workers President Arturo S. Rodriguez, the first Mexican-American New York City Council member Carlos Menchaca as well as cast members America Ferrera and Rosario Dawson, director Diego Luna and producer Pablo Cruz, among many others.
Cesar Chavez will hit theaters on March 28, 2014.
Check out the Latin Post's Cesar Chavez Coverage:
Cesar Chavez NYC Movie Premiere Evokes Pride from Son Paul Chavez, Who Carries on Legacy
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