The Latino market is still a mystery to Hollywood and the film industry, in spite of their eagerness to benefit from the Latinos’ growing purchasing power.
Research by the Motion Pictures Association of America confirms a trend that the studios know well: Latinos like to go to the movies with their families, and they like it a lot, so much that so that adjusting for their demographic presence, Latinos are the most loyal moviegoers.
Latinos, who are about 17percent of the population, made up 32 percent of the audience for Hollywood movies in the United States last year according to the research. Caucasians, who are 63percent of the population, accounted for 43 percent. African Americans, about 12 percent of the U.S. population, made up 12 percent of moviegoers.
The Latino market is a generalization that covers tens of millions of people who come from different countries, including the U.S. and different backgrounds.
Studios tackle this conundrum on a case-by-case basis, because each movie is a challenge different from the previous one. Another key factor is the Spanish language: it helps to have a bilingual cast Hollywood experts say.