🎬 Latino Moviegoers: A Powerhouse for Hollywood's Success
Habits of the Latino Audience Boost the Movie Industry
Latino audiences in the United States are true movie lovers, attending films more than any other group with an average of 3.3 times a year on average. Especially during summer, when big blockbuster hits are released, Latinos are consistently the group that boosts box office success and are propelling box office sales that have been struggling since the pandemic and two labor strikes.
As the largest minority group in the US, Latino audiences are a vital part of the movie theater industry. In 2023, they made up 19% of all movie ticket sales for people over 12 years old. Their engagement has been crucial for the success of many films. For example, they accounted for 25% of the opening weekend viewers for "Maleficent" and 22% for "Godzilla vs. Kong." They were also 46% of the audience for "Fast & Furious" movies, highlighting their love for action-packed films.
Latino moviegoers also have a strong preference for horror movies, which translates into millions of dollars in revenue each year. This impact is also seen at concession stands with Latino families often going to the movies together and making it a shared experience that usually includes buying snacks and drinks, adding significantly to profits.
A Fandango study showed that 96% of general ticket buyers, including many Latino audiences, purchase concessions. This spending is crucial because snacks and drinks often provide higher profit margins than ticket sales.
A study by McKinsey & Company suggested that increasing Latino representation in Hollywood could boost annual industry revenue by $12 billion to $18 billion.
It’s a well-known fact that while Latinos make up a large share of movie ticket sales, they are underrepresented in Hollywood. In 2023, only 7.2% of all film roles were held by Latinos and the share of Latino directors was 3.7%. This shows how valuable Latino audiences are and how much potential there is to engage with this demographic more effectively.
Despite their significant contribution, Latino audiences often don't receive the recognition they deserve in discussions about cinema and entertainment. Acknowledging and celebrating their impact isn't just smart business; it's a key step toward creating a more inclusive and representative industry. By understanding and valuing the habits and contributions of Latino moviegoers, theaters can better serve this community and build stronger relationships with them.