Tercera Llamada

What Tercera Llamada does

Tercera Llamada is a Monterrey-based live entertainment company founded in 2018 that produces musical theater performances for corporate, governmental, institutional, and social events across Mexico. Its core product is theatrical shows featuring professional singers and dancers performing Broadway-inspired productions (Cats, Chicago, Mamma Mia, Moulin Rouge, Mentiras, and fairy-tale musicals), themed pop shows (tribute acts spanning decades and Latin genres), seasonal/holiday productions, and fully custom-designed performances. The company also runs a premium line, Royal Xp, focused on luxury brand activations and VIP experiences.

The offering is organized into a multi-tier catalog: five horizontal product lines (Línea Broadway, Línea Royal Xp, Línea Jukebox, Shows de Temporada, Shows a la Medida) and seven vertical-specific lines addressing government/institutions, social life events, congress and convention tourism, shopping centers, casinos/hotels/restaurants, Christmas events, and political campaigns. The underlying production model is artisanal — live vocals, original choreography, authentic costumes, and full character portrayal — performed by a roster of trained talent coordinated by a small core team. Notable 2025 outputs include two original Christmas musicals (El Expreso Polar and Desde El Polo Norte), marking the first move from adapted repertoire toward proprietary IP.

The business operates on a project-based, quote-based revenue model with one-time bookings per event, sourced through a multi-channel digital presence (website segmented by customer type, WhatsApp Business, Instagram, YouTube, Facebook, LinkedIn). Distribution is direct-sales-led to enterprise clients (corporate, government) and individuals (weddings, quinceañeras), with national reach across Mexico anchored by a Monterrey headquarters. No external funding, app, or AI platform component is disclosed; the company is privately held, owns a registered trademark, and serves an extensive roster of named clients including Gobierno de Nuevo León, Gobierno de Coahuila, Royal Caribbean, International Paper, and major shopping centers and casinos in northern Mexico.

Name

Tercera Llamada

Legal name

Tercera Llamada

Website

https://tercerallamada.com.mx

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Tercera Llamada is a Monterrey-based live entertainment company that produces Broadway-inspired musical theater, themed pop, and custom theatrical shows for corporate, government, and social events across Mexico. Founded in 2018, it serves enterprise clients, public institutions, and individuals with a roster of professional singers and dancers.

Ownership category

akta.pro rank

Product category

Live Entertainment Services

NAICS

Performing Arts Companies (7111), Musical Groups and Artists (71113), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Performing Arts Organizations (Theater, Dance, Opera, Music) (BPAGAHAB)

akta.pro secondary industries

Theatre Services & Design (Scenic/Costume/Props/Stage Management) (MPAGABAO), Circus, Magic & Variety Shows (THAJAFAH)

Keywords

• Musical theater shows
• Live event entertainment
• Corporate event production
• Broadway-style performances
• Themed entertainment services

Headquarters

HQ city

Monterrey

HQ country

Mexico

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Corporate Event Entertainment Services: Revenue generated from providing theatrical entertainment shows for corporate events including galas, conventions, product launches, anniversary celebrations, and corporate parties. Shows are custom-tailored or selected from existing show lines.
2. Government and Institutional Entertainment: Performance services for government events, municipal celebrations, inaugurations, cultural events, and institutional ceremonies.
3. Social Events Entertainment: Entertainment services for social celebrations including weddings, XV Años (quinceañeras), birthdays, anniversaries, graduations, and family gatherings.
4. Luxury Brand Activations (Royal Xp Line): Premium entertainment services for exclusive luxury brand events, fashion shows, product launches for luxury goods (wines, mezcals, automobiles, jewelry), golf events, and VIP experiences.
5. Congress and Convention Tourism Entertainment: Entertainment services for conventions, conferences, trade shows, and business tourism events, including welcome cocktails, closing parties, and activations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Tercera Llamada is a Mexican entertainment company that produces and performs live musical theater and themed shows for events. Its offerings include Broadway-inspired productions, premium luxury brand activations, pop/genre-themed shows, and seasonal performances, delivered by a professional cast of singers and dancers with original choreography, costumes, and character portrayal. Shows are provided as turnkey entertainment packages for corporate, government, institutional, and social events across Mexico.

Product overview

Tercera Llamada is a live entertainment company specializing in musical theater and themed performance shows for corporate, institutional, and social events in Mexico. The company operates a multi-line product portfolio organized around three core show lines (Broadway musical theater, Royal Xp premium/luxury experiences, and Jukebox themed pop shows), complemented by seasonal shows and fully custom productions. These offerings are distributed across distinct vertical market segments including government/institutional events, social life events (weddings, quinceañeras), convention and conference tourism, shopping malls, casinos/hotels/restaurants, and political campaigns. All shows feature professional singer-dancer casts with original choreography, costumes, and character characterization.

Differentiator

Problem solved

Functional benefit

Brands

• Línea Broadway: Musical numbers inspired by Broadway shows and movie musicals
• Línea Royal Xp
• Línea Jukebox
• Shows de Temporada
• Shows a la Medida

Products and services

• Línea Broadway Musical theater shows featuring iconic Broadway productions such as Cats, Chicago, El Gran Showman, La La Land, Mamma Mia, Vaselina (Grease), Moulin Rouge, and Mentiras. Performed by singers and dancers with spectacular choreography, costumes, and full character characterization for corporate and private events.
• Línea Royal Xp Premium entertainment line for exclusive private events, luxury brand launches and activations, fashion shows, gala dinners, golf events, luxury rooftop experiences, and VIP activations. Features professional dancers and singers delivering high-end performances.
• Línea Jukebox Themed pop music shows featuring artists performing selections from specific genres, decades, or artists (e.g., Michael Jackson tribute, Selena tribute, Timbiriche, Fabulosos 80's, Reguetón, Disco 70's, Vintage, Urbano, Carnaval Latino, Divas del Pop).
• Shows de Temporada Seasonal entertainment for special holidays including Christmas, Valentine's Day, Halloween, Day of the Dead, Fiesta Mexicana, Mother's Day, Children's Day, and Family Day. Includes both complete theatrical productions and highlight shows.
• Shows a la Medida Custom-designed theatrical productions, flashmobs, activations, presentations in unconventional venues, touring dancer performances, live singer shows, corporate video characters, and bespoke entertainment solutions tailored to specific client requirements.
• Shows para Gobierno e Instituciones Entertainment solutions for government entities, public institutions, NGOs, cultural organizations, educational institutions, and municipal events including inaugurations, cultural events, award ceremonies, galas, festivals, and outdoor events.
• Shows para Eventos Sociales Entertainment for life events including weddings, XV Años (quinceañeras), birthdays, anniversaries, bachelor/bachelorette parties, vow renewals, family posadas, and graduations, with optional participation by honorees in show finales.
• Shows para Turismo de Congresos y Convenciones Entertainment for conferences, conventions, business meetings, product presentations, annual reports, forums, seminars, trade shows, and incentive trips, including welcome cocktails, closing parties, and intermission activations.
• Shows para Centros Comerciales Entertainment for shopping malls and retail centers including mall openings, anniversaries, advertising spots, fashion store shows, seasonal events, and pin-lighting ceremonies, designed to drive foot traffic and sales.
• Shows para Casinos, Hoteles, Restaurantes y Bares First-level entertainment for casinos, hotels, restaurants, bars, nightclubs, event halls, social and sports clubs, and discotheques, configured in various formats including stage presentations, flashmobs, and interactive audience animations.
• Shows Navideños Christmas-themed entertainment including 'Desde El Polo Norte' (original musical about elves and Santa's workshop), 'Nuestra Navidad - El Concierto' (Christmas concert), and corporate posadas. Features magical performances with choreography and vibrant costumes.
• Shows para Campañas Políticas Political campaign entertainment including rallies, voter information events, outdoor events, fundraising galas, speech openings, and high-end electoral events, designed to connect with voters through entertainment and visual appeal.
• El Expreso Polar Original Christmas musical theater production about Chris and his companions on a journey to see Santa Claus, filled with magic, songs, and choreography amid colorful settings and endearing characters. Premiered as Tercera Llamada's Christmas 2025 production.

Named customers42 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• RWS Entertainment Group: RWS Entertainment Group produces Broadway-style and themed theatrical shows for cruise ships, theme parks, resorts, and corporate events worldwide. Highly comparable to Tercera Llamada's Broadway-line and Royal Caribbean cruise engagement model.
• Broadway Inbound: Broadway Inbound licenses and produces Broadway shows and experiences for groups, corporate events, and tourism globally. Comparable to Tercera Llamada in delivering Broadway-style theatrical content to corporate and institutional buyers, though via licensing rather than in-house casts.
• Producciones Móviles: Producciones Móviles provides musical, theatrical, and themed entertainment productions for corporate, social, and government events in Mexico. Comparable to Tercera Llamada in offering multi-line musical shows for corporate events and life celebrations.
• Espectáculos Producciones García (or similar Mexican theatrical events firm): Grupo García is a Mexican entertainment and events company producing musical and theatrical shows for corporate and social events. Comparable to Tercera Llamada as a domestic competitor offering Broadway-inspired and themed live entertainment for events in Mexico.
• Eventos Azteca: Eventos Azteca is a Mexican event production company providing entertainment, staging, and themed shows for corporate and social events across Mexico. Comparable as a domestic Mexican provider of event entertainment including musical and theatrical performances.

Broad incumbents

• OCESA: OCESA is Mexico's largest live entertainment and events promoter, operating concert venues, festivals, and corporate events nationwide. Comparable to Tercera Llamada as a Mexico-based live entertainment provider serving corporate and institutional clients, but operates at much larger scale across concerts and sports.
• Cirque du Soleil Entertainment Group: Cirque du Soleil produces large-scale theatrical shows, including custom corporate and private events globally. Comparable to Tercera Llamada in delivering high-production-value theatrical entertainment for corporate and special events, though at far greater scale and with permanent shows.
• Zignia Live: Zignia Live is one of Mexico's largest live entertainment producers, producing theatrical shows (including Broadway productions) and concerts for mass audiences. Comparable as a Mexico-based producer of Broadway-style theatrical entertainment, though Zignia operates large fixed venues rather than touring event services.
• CIE Entretenimiento: CIE is a leading Mexican entertainment and events group producing concerts, theatrical shows, fairs, and corporate events. Comparable to Tercera Llamada in delivering entertainment for corporate events and large-scale Mexican occasions, with a much broader portfolio.

Emerging players

• Sharpe Alliance / Entertainment Concepts Inc. Entertainment Concepts Inc. produces theatrical and themed entertainment for corporate events, galas, and brand activations in the Americas. Comparable as a niche provider of theatrical entertainment for corporate events and luxury activations, similar to Tercera Llamada's Royal Xp and Broadway lines.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@tercerallamadamty
• Facebookfacebook.com/tercera.llamada.mty
• LinkedInlinkedin.com/company/tercera-llamada-mty
• Instagraminstagram.com/tercerallamadamty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tercera Llamada