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Latino Moviegoers are Fueling Box Office Sales

By: RH Reach Hispanic

The Hispanic population comprises 16% of the US population, but according to a recent article this population comprised 25% of box office sales in 2012. The MPAA’s (Movie Picture Association of America) chairman and CEO Chris Dodd “sternly instructed the film industry to better serve Hispanic moviegoers, who more and more are becoming a Hollywood lifeline.”

Several movies that have come out recently can trace a large part of their success to Hispanic moviegoers.

  • Mama – starring Jessica Chastain and directed by Guillermo del Toro- opened to $32.1 million over the four-day Martin Luther King Jr. weekend, with Latino moviegoers making up 47 percent of Mama’s audience.
  • End of Watch debuted over the Sept. 21-23 weekend; 32 percent of the audience was Hispanic, both Spanish- and English-speaking.
  • Hotel Transylvania stunned box-office observers when it opened to $42.6 million.

Pamela McClintock of the Hollywood Reporter said: “Transylvania is an immediate draw for Hispanics for several reasons. Going to the movies is culturally a family affair, so it follows that family movies, including animated ones, are well-frequented. According to a recent Nielsen NRG study on cross-media consumption habits, the Hispanic demo can make up a quarter or more of the audience for animated tent poles. This weekend, Ice Age 4 became the top-grossing picture of all time with $694.4 million grossed internationally, fueled in large part by Hispanic markets.”

If you haven’t figured it out already, the Hispanic market is not just an important part, but a fundamental part of any movie’s marketing strategy.  Hollywood is beginning to listen and seeing dividends.  But as box office numbers continue to fall overall, is Hollywood doing enough to reach this vital segment?


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