MERCADEO Versión en español
Fabian Castro of NBCUniversal Media at Geoscape: The culture is the new language
12 de marzo de 2014
Fabian Castro, senior VP of multicultural marketing at NBCUniversal, who took part as a panelist during the first day of Geoscapes 10th Annual New Mainstream Business Summit, said the U.S. Hispanic market means a great deal to the company, since going to the movies is one of the things Hispanics like best.In numbers, the Hispanic consumer represents 15 percent of the total population of moviegoers, 18 percent of Hispanics are movie fans, and Hispanics are responsible for 25 percent of ticket sales. Castro said that Hispanics who consume Spanish-language content go to the movies more during the year and watch more trailers on their mobile devices than the rest of the population.According to the executive, the formula for successful marketing messages targeting Latinos rests on three pillars: creativity, advertising and digital. Marketing movies is a very different challenge from selling brands of other kinds, he said,, since every film is a unique and very specific product with very little time for promotion, and the audience is very fragmented.During his speech, Castro presented three case histories of campaigns targeting the Hispanic market for the films Mama, Despicable Me 2, and Fast & Furious 6, about which he noted that the culture is the new language.
