"La Llorona" had its world premiere on 30 August 2019 at the Venice Film Festival (Giornate degli Autori) and later screened in the Contemporary World Cinema section at the 2019 Toronto International Film Festival. It was selected as the Guatemalan entry for the Best International Feature Film at the 93rd Academy Awards, making the shortlist of 15 films. On 6 August 2020, the film premiered on the horror streaming service Shudder.