Born in East L.A. / 1980s
Frank Price's departure had an immediate practical consequence for Cheech Marin's film: according to Marin, Price was the only Universal executive strongly supporting the project, so the studio spent very little money promoting it after Price was fired. Born in East L.A. consequently entered theaters without the publicity campaign that might have sustained its momentum. The film opened strongly—Marin recalled that it was the second-highest-grossing release of its opening week—but its box office dropped roughly 40 percent in the second week. Despite that weak advertising support, the movie ultimately became financially successful and helped establish Marin as a major figure within the Latino community, while also winning several awards at the Havana Film Festival. The episode illustrates how a studio executive’s career collapse could affect an otherwise viable film long after production had been approved.
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