Barracuda Public Relations

El Paso hadn’t seen a Hollywood style red carpet event since it’s cinema heyday in the 1940’s and Barracuda had the honor of bringing the magic of Hollywood back to El Paso. The Sun City was selected as the test market for the film adaptation of Rudolfo Anaya’s famous novel, “Bless Me, Ultima.“ The film premiered in El Paso at #2 in our local box office and extended its two-week test run to one month. Barracuda facilitated “Bless Me, Ulitma’s” world premiere at the Plaza Theatre and orchestrated the red carpet event that featured stars arriving in 40’s era vehicles with live red carpet coverage by all El Paso media.

Scope of Work

  • Educators/ School Outreach– work with local educators at all levels to create educational programs
  •  “Librotraficante” Book Rally and establishment of underground library in El Paso, TX
  • Premiere / Influencer Screening at Plaza Theatre-Event Coordination to include Red Carpet/Afterparty
  • “Rudolfo Anaya Day” / Official Announcement of Film’s World Premiere Implement El Paso Reads Program with El Paso Library System and the El Paso TimesPress Junket with cast (Miriam Colon, Luke Ganalon, Benito Martinez, Dolores Heredia
  • Art Billboard in Downtown El Paso
  • Organize PR/media events around the individual initiatives stated above
  • Work with Arena’s local advertising agency to develop and execute PR strategies
  • Work closely with individual journalists to arrange exclusive interviews
  • Attend regular planning meetings throughout the scope of the projectIdentify cross-promotional opportunities that are mutually beneficial


It was an honor to work with Arenas on such a monumental project for our city. El Paso hadn’t seen a Hollywood style red carpet event since it’s cinema heyday in the 1940’s. Barracuda leveraged our strong relationships in El Paso to bring this premiere to life in El Paso. “Bless Me, Ultima” was #2 in our local box office and the film extended its two-week test run to one month.  “Bless Me, Ultima” opened to nationwide audience on February 22, 2013. We worked with UTEP to bring the film’s producers to workshop with students and incorporated our screening of “Bless Me, Ultima” into their Hispanic Heritage Month celebration.

We worked with our city officials to champion this event by awarding the key to the city to Rudolfo Anaya and announce the world premiere of the film in front of the Plaza Theatre. We worked with local non-profit organization CommUNITY en Accion to provide a $10,000 grant to the El Paso Library system to incorporate a city-wide reading program that included a promotion with KVIA that featured several notable El Pasoans reading an excerpt of the book (including Dr. Manuel De la Rosa). It was through that reading program that we were also able to work with the El Paso Times to print an entire chapter of the book in their Sunday newspaper.

We facilitated the actual premiere itself to include contracting the Plaza Theatre and running the red carpet event that featured 40’s era vehicles dropping off stars at the event. We arranged for live red carpet coverage by all El Paso media entities. We commissioned local artist, Jesus “Cimi” Alvarado to paint a large scale painting inspired by “Ultima” that was presented on an I-10 billboard for the city to enjoy.  The partnerships and successes we had with this one event are too many to share in this small space but hopefully this gives you a nice snapshot of our work.