Marie Leguizamo is one of the key figures making entertainment today. As the Managing Director of Banijay Mexico and U.S. Hispanic, Leguizamo is tasked with leading her company and helping develop programs for U.S. Hispanic and Latin American audiences. It’s a job that she’s done admirably, developing TV hits like “Last One Laughing” and “Temptation Island”.
Key to her work and success is her approach towards her viewers. Through her two decades in the industry, Leguizamo has developed a sixth sense in predicting her audiences’ taste, always staying a step ahead of the trends. She knows that viewers like to watch programs that have them in mind, made by people with similar backgrounds and experiences to them. This approach has been pivotal to her and Banijay’s success, making her shows some of the most viewed in countries like Argentina, Colombia, Mexico, and more.
We’ve been keeping an eye on Leguizamo’s career for years, naming her as one of our Latina Powerhouses. It was an honor to speak to her and learn about her approach to creating entertainment, and her love of the medium of television, whether we’re discussing scripted or unscripted series.
“I’m so grateful for the support,” she said. “Honestly my biggest goal, and I mean this with all my heart, is to empower women and let them know that we are out there fighting. I’m gonna continue to give them a voice in the room and a place at the table.”
Marie Leguizamo is the Managing Director of Banijay Mexico & US Hispanic
You’ve had great success over your career. You were named one of the most powerful women in international television. You are also named as one of our Latina powerhouses. How do you find or know that an idea is worth pursuing?
Well, first of all, those honors are so incredible and I’m so grateful. When I got named, I was like, wait, what? That’s so cool. So thank you for that. But honestly, for me, you know, it’s a couple of things. First of all, if it’s causing a conversation. We get pitched a lot of different ideas and we create a lot of things internally as well. But if it sparks a conversation, if it sparks curiosity, I think that’s really what connects with audiences. And I have to be completely honest, a lot of it goes by the gut, right? A lot of it is that female intuition and that gut instinct. And I think a lot of the time it’s something that usually resonates and has a lot of potential with audiences. So it’s a little bit of asking the questions in the room, finding out if people are curious and wanna know a little bit more about it.
You’ve adapted different concepts for Latino audiences. What is key in an adaptation of that sort?
I think understanding the audience for me is crucial. For Latinos, especially. We’re not a one-size-fits-all. We are a big melting pot of so many different things. You know, a show that could resonate in Mexico might not necessarily resonate in other territories within Latin America. I think that’s part of what the success has been for “LOL.” We have a show that has the core of what the show is, which is “Last One Laughing,” with 10 comedians and a house. The structure is the same, but we bring the different comedy styles from different audiences to ensure that their voices are being heard and that the territories feel that we’re producing it for them. And, and that’s what our success has been.
I also wanted to ask about your role as a producer. We all love to watch TV and most people know what every job means, but I think there’s a lot of mystique in the producer and executive role. Can you tell me a little bit about your job and some of your favorite things about it?
It’s really hard for me to ever say anything negative about my job (laughs) because I love what I do, and I’m super grateful to do it. It’s very seldom that I have two days that are very similar because I wear the executive hat, but I also wear the executive producer hat, right? So, you know, having creative conversations one day about a rundown or about casting or about creating the show. Luckily for me, I work in the development part of it too. So we create shows where it’s an idea that came to our minds and we put it on a piece of paper and we pitch it out to market, and we sell it and we get to produce it. I think that’s pretty much the dream for anybody, right? But there is also the business side, which I really like about my role as MD [Managing Director]. I’m able to strategize and think about the bigger picture and how I’m going to continue to build this business and how I’m becoming that voice and that leader for this industry and females in this industry.
I’m in a very fortunate position where I’m not only able to have that creativity and create and produce shows, but I’m also able to be a leader and a voice in this territory where I am representing women. That’s really special to me.
Watch the trailer for LOL’s latest season | Amazon Prime
I was doing some research beforehand, and I read that you like the idea of working smarter, not harder. I think that’s really refreshing to hear from someone in your position. Why is it important for you to maintain a work life balance and to develop these healthy boundaries?
I think if it applies to me, it should apply to my team. I’ve learned that my best ideas come when I have the time to separate myself from work. Sometimes we get stuck in this rut, where you’re just like, ‘I gotta create, I gotta come up with these ideas.’ And when you put a timer on that, it’s not gonna happen. For me, the best ideas come when I’m driving in the car or when I am in the shower, or when I’m watching another show, because I get inspired by watching other programs and other people’s work. I could be cooking in the kitchen, I could be doing anything. So I think it’s really important to create a culture where we’re not burning ourselves out, where we’re not feeling like I can’t go to my daughter’s recital because I have to punch in and punch out, or I can’t have dinner with my parents. All of those moments make you not only happy to be at work but also give you a moment to be like, ‘Oh, you know what, that’s a really cool idea. What if we were to do this?’
I encourage my team, and sometimes I’m like, ‘Guys, you don’t have to respond to an email right away, just because I sent it. Send it when you’re ready.’ Unless I say I really need it right now. (laughs). But I think if it’s the best thing for me then that should apply to my team.
Yeah, especially like in the creative industry, I think it’s really important to be a person
A hundred percent. We’re not machines, we’re not… putting things in emails. We’re creating. And part of that process is understanding our audiences. And if we don’t have time to sit back, relax, and watch what’s out there, then how are we gonna create and know what’s going on in the industry?
Part of your job is kind of like being this expert in trends. What do you see or expect in the future of Hispanic TV right now?
It’s tough because the industry is constantly changing and evolving, but the appetite and what we always wanna do is listen to our audiences and also give our Hispanic audience a voice. I think that’s so important. Giving a voice to each one of those territories. It’s not just, oh, it’s Latino. Oh, it’s Hispanic, no. It’s oh, It’s Mexico, Colombia, Argentina. We’re all so different. We also have many similarities because we belong to this culture. But having that voice is what the trend is. And telling those stories and putting Hispanic people not only in front of the camera but also behind it.
I think if we continue to work together to amplify that, then that’s gonna be the wave of the future, and I’m really excited to see it.
She is a leader for women working in the entertainment industry, having a hand in making the shows we’re obsessed with
Can you tease or share something about a project that you’re excited about that you and your company are developing?
We have now taken the time to scrub through all of our content, and I’m really excited because we have a robust pipeline. So we have things in all different genres that we’ve been able to flesh out and learn our territories, learn our audiences, and evolve with our audiences. So we have a lot of exciting projects. We also have a lot of projects in development, which we’re gonna be announcing later in the year.
We’re in the midst of awards season. Do you have a favorite TV show, favorite movie, reality show or anything?
There’s so many (laughs). I watch a lot of scripted, and unscripted television, and kudos to all the producers out there. Everybody’s raising the bar, so you’re keeping me on my toes too.
I think “The Bear” has something so special, and I love their cast, and I love the writing, and I love that it’s so real and raw that it doesn’t feel like it has to be pretty and perfect. They also found a way to incorporate different cultures within the show, and I think that’s really cool. I love that show.
Do you have any advice for women who want to work in the entertainment industry? Especially behind the scenes
I think women need to not be afraid to take their place at the table, to take their space in the room, and to know that their voice matters. There are times when we have that inferiority complex and the ‘I don’t belong here’ feeling. We do belong here, in the room, and at the table.
Also, don’t be afraid to be uncomfortable. Sometimes you’re gonna feel uncomfortable and you have to work through that. It’s not always gonna be a walk in the park. Be comfortable with being uncomfortable because It’ll be worth it in the end.
This interview has been condensed and edited for clarity.
© Rul