Pedro Paramo’s Truce • Putting an End to the Eternal Rivalry Between Books and Films

Pedro Páramo, a 1957 novel by Juan Rulfo, is an iconic work whose haunting narrative and cultural significance have cemented it as a cornerstone of Mexican identity. However, this status also rendered it “untouchable,” with book lovers deeply doubtful of any adaptation—so when Netflix announced its film adaptation, critics questioned whether the American streaming giant could faithfully adapt a story so ingrained in Mexican heritage. The challenge was clear: overcome the apprehension of both book lovers and cinephiles by proving the adaptation was a respectful and authentic homage to the original.

Netflix’s strategy was rooted in acknowledging these concerns and shifting the focus from the medium (film or book) to the shared love for Pedro Páramo. The campaign sought to unite audiences through immersive experiences and meaningful partnerships that highlighted the film’s authenticity and cultural respect.

To address the skepticism of discerning film enthusiasts, Netflix prioritized creating a cultural moment that demonstrated the film’s artistic merit and reverence for the source material. The campaign kicked off at the prestigious Morelia Film Festival, a significant gathering for cinephiles in Mexico. While Pedro Páramo was not part of the official festival lineup, Netflix turned this challenge into an opportunity to make a bold statement.

Transforming downtown Morelia into the fictional town of Comala (the setting of the story), Netflix recreated a vibrant carnival that serves as a key scene from the film. Following the red-carpet premiere, festivalgoers were surprised by the immersive experience, which featured over 150 performers in authentic costumes and props from the movie. Dancers, musicians and actors brought the world of Pedro Páramo to life, captivating attendees and proving to cinephiles that the adaptation was a labor of love, earning their intrigue and trust.

Recognizing the strong hesitation among book lovers, we sought to bridge the divide with a bold and unexpected partnership with Librerías Gandhi, Mexico’s most prominent bookstore chain. Gandhi, known for its witty campaigns championing books over films, was a natural yet surprising ally. While they initially teased Netflix on social media, we used this playful rivalry as an opportunity to unite both brands under a shared admiration for Pedro Páramo.

We orchestrated a striking out-of-home (OOH) campaign that went far beyond traditional billboards. On the facades of a skyscraper, we arranged massive ads that celebrated this collaboration, blending Gandhi’s iconic yellow design with Netflix’s sleek black branding. One ad proclaimed, “Fans of Pedro Páramo, the book,” while Gandhi countered with, “Fans of Pedro Páramo, the film.” This exchange captivated audiences and lent credibility to the adaptation. By facilitating this alliance, we turned doubt into curiosity, encouraging book lovers to support the film and film enthusiasts to explore the novel.

In a groundbreaking move to underscore the cultural reverence for Pedro Páramo, we conceived the idea of creating a foreword for the film—an homage inspired by the literary tradition of book forewords. This foreword, made by director Rodrigo Prieto, served as a love letter to the novel and its cultural significance. It was a heartfelt manifesto affirming the adaptation’s respect for the source material and inviting viewers to engage with Pedro Páramo in their own way.

We ensured this foreword had maximum impact by distributing it widely. It was published in newspapers (transcribed to text), displayed prominently in public spaces and was even projected at the start of the film’s premiere. Most notably, the foreword became a permanent part of the film on Netflix’s platform, appearing before the movie began. This innovative addition not only conveyed Netflix’s dedication to honoring Pedro Páramo but also invited audiences to embrace adaptations as opportunities for creative reinterpretation, rather than threats to beloved works.

The success of Pedro Páramo marked a shift in attitudes toward adaptations of beloved works. By the campaign’s end, audiences were not only embracing the film but also expressing optimism about future adaptations, including Netflix’s upcoming One Hundred Years of Solitude. Through its culturally sensitive approach, Netflix demonstrated that even “untouchable” classics can be reimagined with care, authenticity and artistry.