This read about the Latino market not only applies to the studio films, but also helpful for any filmmaker looking to launch their film into sales... Know your target market! =)
Produced By Conference in Los Angeles, a panel of cinema experts declared that Hispanic audiences are their new key demographic. “Hispanic audiences are far and away the most important consumers at our cinemas,” said John Fithian, head of the National Association of Theatre Owners, according to a recap of the event on Deadline. If this statement comes as a surprise, it’s because so few mainstream films are directly aimed at Hispanic audiences.
- According to statistics presented at the panel by Univision’s Peter Filaci, Hispanics represent 17.5 percent of the population, but contribute 19 percent of U.S. box office revenue.
- They also see an average of six movies a year, while other groups see an average of four.
- Compared to other ethnicities, Hispanic audiences reportedly attend more opening weekends, drop more cash at the concession stand, and rent more films on DVD and Blu-Ray.
- According to video shown at the presentation, the growing Hispanic audience represents “the biggest game changer since the baby boom.”
Hollywood began catering to Hispanic audiences after a marketing report was released in 2011. It wasn’t until 2013, however, that filmmakers begin to grasp what kind of difference this could make. Fast & Furious 6, the ninth highest-grossing film of 2013, Budget:$160,000,000 (estimated) Opening Weekend: $97,375,245 (USA) (24 May 2013) Gross: $238,673,370 (USA) (30 August 2013) A huge amount of its box office success was owed to Hispanic audiences, as did Gravity (no. 6 on that list and a best picture nominee). Both movies were marketed directly to a Latino audience, highlighting Mexican director Alfonso Cuarón, respectively... the First Latino Director to WIN an Oscar!!! And this January saw the release of Paranormal Activity: The Marked Ones, a horror spinoff from the popular franchise with a new Latino cast.
Last year’s Mexican comedy Instructions Not Included was one of the most successful independent movies of 2013, opening to higher box-office numbers than any other Spanish language film in U.S. history. Television is also following suit. This passed summer however, approximately 90% of the movies were directed by white men, Sin City: A Dame to Kill For was one of the only releases directed by a Latino (Robert Rodriguez, sharing credit with Frank Miller) If the movies started to better reflect their audience, just imagine the possibilities.
Summarized from a yahoo article posted by Gwynne Watkins Jun 9, 2014 To read more of her articles, click on her name or the link provided. https://www.yahoo.com/movies/hispanic-audiences-are-in-the-drivers-seat-in-88294867757.html
