The Curse of La Llorona, also known as The Weeping Woman, is a popular Mexican folk legend that has intrigued people for centuries. The tale revolves around the ghostly apparition of a woman who lost her children and now cries while searching for them. According to the legend, La Llorona was a beautiful woman named Maria who fell in love with a wealthy man. They had two children together, but the man eventually left Maria to marry a woman of his own status. Overcome by jealousy and despair, Maria drowned her two children in a fit of rage, but soon after, she regretted her terrible act and began to search desperately for her children along the riverside. Since then, it is said that La Llorona can be seen and heard late at night, dressed in a white gown, roaming near bodies of water, especially rivers and lakes.

The Curse of La Llorona

DMM was proud to partner with Warner Bros. on the theatrical social media campaign for The Curse of La Llorona. Our social campaign leveraged the urban legend’s history and created a mystery that would also appeal to audiences who were unfamiliar with La Llorona. To craft creative content that built up the tension for what audiences could expect on the big screen, we honed in on the horror elements of the film by playing with sound and imagery to enhance the suspense and explain the lore of La Llorona.

Objective

Our primary objective for The Curse of La Llorona social media campaign was to create an extension of the film’s thrill and horror that users could immerse themselves into, making content that felt real and terrifying to our audience whenever possible. In order to amplify the fear and fascination with her character, we illustrated her cultural significance and showcased stories from generations of fans who had haunting personal experiences with the spirit. As we approached the release of the film, we focused on creating content that would engage audiences who have known and feared La Llorona their entire lives. Post-release, we were able to tap into the cultural zeitgeist with a targeted release surrounding the Avengers: Endgame opening weekend.

Results

Fans were thrilled with the opportunity to share and experience one another’s stories of the haunting legend. Overall, we garnered 46.5 million impressions and successfully executed a social strategy that brought together new audiences with fans that were very familiar with La Llorona.

Home Entertainment

For The Curse of La Llorona Home Entertainment social media campaign, we created elevated social content that furthered the terrifying narrative from the theatrical campaign. By leaning heavily into the characters, the storyline, and the urban legend of La Llorona, we were able to develop social creatives that took audiences deep into the mystery of the horrifying legend and gave an all-encompassing look at the film.

The Curse of La Llorona (2019)

The Curse of La Llorona is a 2019 American horror film directed by Michael Chaves. It was believed to have been included on "The Conjuring Universe" franchise, but the rumours were dismissed by the film's director Michael Chaves. [1] The film is based on the Latin American folklore of La Llorona.

Since then, it is said that La Llorona can be seen and heard late at night, dressed in a white gown, roaming near bodies of water, especially rivers and lakes. She weeps inconsolably and cries out, "Ay, mis hijos!" or "Oh, my children!" hoping to find her lost ones. It is believed that if she finds a child near the water, she may mistake them for her own and take them away, resulting in their disappearance or even death.

Contents

The Curse of La Llorona has become a pervasive part of Mexican folklore, instilling fear and caution in children and adults alike. Many claim to have encountered her, hearing her cries or catching glimpses of her ghostly figure. The legend has also been adapted into various forms of media, including film, television, and literature, further cementing its place in popular culture. While some argue that La Llorona is just a scary story used to promote good behavior and keep children away from danger, others believe that her curse is real. Over the years, there have been numerous reports of children disappearing near bodies of water, leading locals to attribute these occurrences to the vengeful spirit. Regardless of personal belief, the tale of La Llorona serves as a cautionary reminder of the consequences of one's actions and the enduring power of remorse. It continues to captivate audiences and maintains its place as a haunting element of Mexican folklore..

Reviews for "The Curse of La Llorona: A Haunting Presence in Hispanic Culture"

1. John - 1 star

I was so excited to watch "The Curse of La Llorona" as I am a huge fan of horror movies. Unfortunately, I was sorely disappointed. The storyline was incredibly weak and unoriginal, with no surprises or twists that would keep me engaged. The scares were predictable and relied heavily on jump scares, rather than building a creepy atmosphere. The acting was also lackluster, with the characters being uninteresting and one-dimensional. Overall, I found "The Curse of La Llorona" to be a forgettable and generic horror movie that failed to deliver any real scares or thrills.

2. Sarah - 2 stars

I had high hopes for "The Curse of La Llorona" as I am interested in Mexican folklore, but the movie fell short of my expectations. The pacing was quite slow and the plot felt disjointed, making it difficult to stay invested in the story. The scares were also minimal and lacked originality. Furthermore, the characters were underdeveloped, making it hard to connect with them emotionally. Overall, "The Curse of La Llorona" failed to deliver on its potential and left me feeling underwhelmed.

3. Emily - 1 star

"The Curse of La Llorona" was a complete disappointment. The movie had a promising premise, but the execution was incredibly poor. The scares were so predictable that they became laughable, and the attempts at building tension fell flat. The acting was mediocre at best, with the characters being unlikeable and lacking depth. The storyline felt rushed and poorly developed, leaving many plot holes and unanswered questions. I would not recommend wasting your time on this lackluster horror film.

From Myth to Movie: The Curse of La Llorona on the Big Screen