Hulu’s “La Máquina” brings Spanish to streaming

Hulu wants to immerse audiences in the world of Mexican boxing.

“La Máquina,” starring Gael García Bernal and Diego Luna, premiered on Hulu this week, making it the streaming service’s first Spanish-language original series in collaboration with Searchlight Television. The series is about an aging boxer whose manager tries to give him one last chance to win a title.

Searchlight Pictures' television division brought the idea to Hulu, according to Jordan Helman, executive vice president, drama, Hulu Originals and ABC Entertainment. The streamer previously produced “The Dropout” and “History of the World Part II” at the studio, and Helman was intrigued by the idea of ​​García Bernal and Luna reuniting on screen and working with showrunner Marco Ramirez.

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

Ramirez, who previously worked as a writer on hit series such as “Daredevil” and “Orange is the New Black,” said his background helped him prepare for the material given “La Máquina's” boxing and drama elements consider.

Although Spanish is Ramirez's native language, La Máquina was the first time he wrote a show in Spanish.

“I have family members who can watch the first show I write in their native language without having to read the English subtitles,” Ramirez said. “On a personal level, it feels wonderful to know that I played a small part in bringing this into the universe.”

Go international

The Hispanic audience is among the fastest growing in the United States. The 2020 census found the group was responsible for 51% of all new population growth, making it a sought-after audience in this year's TV pre-trials.

However, Helman and Ramirez explained that the series has a universal story and themes of brotherhood that reach audiences regardless of language.

“Shows like 'La Máquina' are probably over-hyped for Spanish-speaking speakers, but they are by no means designed exclusively for that audience alone,” Helman said.