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Departing from the idea of studying affects and emotions in their relationship to contemporary capitalism, this article explores the way in which love stories have evolved in Mexican cinema of the past 20 years to accommodate the social divisions produced by neoliberal social and economic reform. The article argues that Mexican commercial cinema, led by a boom in the romantic comedy, caters a narrative that idealizes what Richard Florida calls “the creative class” and thus constructs a regime of affect that proactively segregates audiences by class. This thesis is developed through the study of works by filmmakers such as Alfonso Cuarón (Sólo con tu pareja), Antonio Serrano (Sexo, pudor y lágrimas) and Fernando Sariñana (Amar te duele).