The world of virtual reality has no language barriers. Telemundo will unleash what it bills as the first VR production for Spanish-language TV to promote Tuesday’s launch of drama series El Chema, a prequel to its hit drama El Señor de los Cielos, Variety reports.
The NBCUniversal-owned network has teamed with Facebook and YouTube to create a 360-degree VR promotion. “El Chema: A 360 Escape” is available via internet and is touring malls in select cities including Los Angeles, New York, Chicago and Houston.
El Chema recounts the origins of the drug kingpin who is a central character in the El Señor crime drama. The VR program tracks the character’s jailbreak from a high-security prison through a tunnel. Mauricio Ochmann stars in the title role.
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The VR initiative was a collaboration of Telemundo’s marketing and digital teams. Telemundo’s effort marks the latest advance for the technology into the realm of mainstream programming and marketing efforts.
“Our marketing team is always looking for new and innovative ways to connect with our audience and engage them with our programming through cutting edge, entertaining experiences,” Aileen Angulo-Merciel, senior VP of marketing and creative for Telemundo told Variety.
To watch at home, viewers will need a compatible VR headset, or the 360-degree effect can be simulated by maneuvering a mouse or smartphone.
El Chema is the latest “Super Series” to come from Telemundo, which has sought to diversify its primetime lineup with scripted programs outside of the typical Monday-Friday telenovela. The Super Series air in weekly hourlong installments over a shorter period than traditional telenovelas and are designed to be renewed for multiple seasons.
El Chema hails from Telemundo and Argos Televisión.
READ MORE: Variety
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