MERCADEO Versión en español
Study positions the Hispanic audience as the group with more presence in cinemas
Patricia Molina| 24 de octubre de 2014
Mercado hispano es todavía un misterio para Hollywood y la industria del cine
An investigation by the Motion Pictures Association of America confirms a trend: Hispanics love going to the movies with their families, it is an activity they enjoy a lot. Due to their demographic presence, they have been identified as the most loyal viewers. Hispanics, who represent about 17% of the population in the US, were 32% of the audience for Hollywood films in the North American country last year. Caucasians, who are 63% of the population, accounted for only 43%. The African-American audience, about 12% of the US population also represented a low level of 12% of moviegoers.This statistical fact proves that the Latin American market continues developing as a focus of great interest, even with its great diversity of traditions and behaviors. “It’s not a huge single market, nor many small markets. There is no single formula for promoting,” Rick Ramirez, VP of Warner Bros of Targeted Marketing, said.Meanwhile, Fabian Castro VP of Multicultural Marketing at Universal Pictures, agreed: “A Puerto Rican in New York is completely different from a Mexican in Los Angeles. However, there are some things that unify this market, such as language, food, interest in some sports and religion.”The Hispanic market is still a mystery to Hollywood and the movie industry, eager to benefit from the growing purchasing power of Latinos, it is still struggling to understand its diverse population.
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