By T. L. Stanley
Mailed 2004-10-06
Hispanics Now Make Up 55% of Many Opening-Night Movie Audiences.
Hollywood's film studios are waking up to the potential of marketing programs aimed at multicultural segments of the U.S. population.
Using more diverse casts as well as more tightly targeted advertising strategies for their mainstream blockbuster movies, studios and theater chains are significantly increasing their profit from ethnic moviegoers, according to industry authorities.
In fact, studies by Regal Cinemas, the largest U.S. chain, show that ethnic groups are among the most frequent moviegoers. "It's a real strong core audience," said Doug Pulick, vice president of research. "They will be driving the top five to seven films in any given weekend."
55% of movie audiences Hispanics alone spent $1.5 billion at the box office in 2002, according to the Motion Picture Association of America, a number expected to double by 2012. In major markets such as Los Angeles and New York, Latinos make up 55% of opening weekend audiences.
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