“Start thinking about Hispanics as your core customer, not as a segment,” said Disney’s Christine Cadena as part of CinemaCon’s “Step Up Your Game With Hispanics: Enticing the Country’s Most Avid Moviegoers to Your Theater.”
“The No. 1 thing we’ve learned is Hispanics want to be included,” Cadena added. “We want to be part of the party.”
Hispanics represent 18% of the U.S. population and 53% of population growth, noted Univision’s Pete Filiaci, who moderated the panel. Citing Nielsen statistics, he added that Hispanic customers go to 8.4 movies per year, compared with 7.3 movies for the average moviegoer; and 50% of Hispanic customers attend on a film’s opening weekend, compared to 34% for the average customer.
For more information, check out Dave McNary's article in Variety by clicking here.