In an effort by Universal to continue “implementing culturally relevant outreaches,” Fabian Castro has been promoted to senior VP of multicultural marketing, and Talitha Watkins has reupped her contract as VP of multicultural marketing, the studio said in a statement.
Castro will continue to report to Michael Moses, Universal’s co-president of marketing, who made the announcement Wednesday. Watkins will report to Castro.
Universal’s multicultural marketing group, established in 2010, has had Castro focus on Latino outreach while Watkins zones in on African-American moviegoers.
“Unlocking the Hispanic marketplace is a priority for every studio, and we’re proud of the gains we’ve made with Fabian’s guidance. He has led us to implement innovative, effective campaigns that cross every marketing discipline and communicate to this segment of the audience in an authentic way,” Moses said.
In 2013, Variety featured Castro on the Hollywood’s New Leaders list. Since then, Castro has been responsible for helping to grow interest from Hispanics in several different films including Guillermo del Toro’s “Mama,” which debuted at No. 1 at the box office with 46% Hispanic attendance, and “Fast & Furious 6,” which had a 32% Hispanic attendance during its $120 million opening weekend.
Similarly Watkins helped turn both “The Best Man Holiday,” a $17 million pic that grossed $71 million worldwide, and “Ride Along,” a $25 million film that grossed $153 million globally, into breakout hits.
“Talitha has opened new opportunities for us to build a strong, sustainable foundation with a loyal segment of moviegoers,” Moses said, adding, “We’re excited to deepen our commitment to multicultural marketing with the right resources to help Universal continue outpacing the pack.”
[This story has been updated.]