The setting up of her production company, Nuyorican Productions, in 2001 was also a smart move, and according to González Whitaker, allowed her to cater for an audience that Hollywood didn't: "In the US, Latinos as a community go to the movies more and stream more than our counterparts, so there is an audience appetite that isn't being served and is consistently underserved, and she has been consistent in her output. That speaks again to her business acumen.