Apr 26 2005

Brave Nuevo World

Published by at April 26, 2005 9:20 pm under Hispanic Marketing

If you’re in marketing, you’ve heard the numbers: Forty million Hispanics live in the U.S. and represent approximately $686 billion in spending power, an estimated $6 billion of it funneled to entertainment. Although they’re only 13.4% of the population, they account for an estimated 20% of movie-ticket sales, and some say that number is as high as 50% for an opening weekend in Los Angeles.

Formidable by all counts, one would naturally assume the Latino community is being courted by the Hollywood power structure through strategic casting, choice of story material and targeted advertising. Yes and no.

…the industry still has a long way to go. At this point, Latinos just don’t have the onscreen recognition they feel they deserve to accurately reflect their commercial and cultural clout.

While many studios and networks have created slots for executives in charge of Hispanic marketing, supported by a variety of independent consultancies, there are those who complain that the amount of money spent to back such initiatives is paltry compared to the prize at stake.


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