Los ricos también lloran ("The Rich Also Cry") is a popular telenovela produced in Mexico in 1979, starring Verónica Castro, Rogelio Guerra and Rocío Banquells. Castro also sang the theme Aprendí a Llorar ("I learned to cry"), a song written by Lolita de la Colina. The telenovela was produced by Valentín Pimstein and Carlos Romero, it was directed by Rafael Banquells. The story was written by Inés Rodena and adapted by Valeria Philips.