Disney Exec Tells Exhibitors ‘Hispanics Are Your Core Customer’

A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States.

“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.

Elizabeth Barrutia, who worked on campaigns for “The Boxtrolls” and “Delivery Man,” said that it’s vital to make an emotional connection to the Hispanic market along with respecting the nuances of that market such as not trying to translate the English-language tagline.

“‘Dare to be square’ just could not be translated to Spanish,’ she added, noted that the Spanish-language campaign focused on the message that it’s what’s inside that matters.

Walmart’s Javier Delgado Granados stressed that Hispanics want to be thought of as mainstream customers and explained that Walmart dropped plans to open Hispanic-targeted stores in the Southwest. “That’s not how the Hispanic customer wanted to be treated,” he added.

More Film

  • Durban Fest ‘Springs’ for Emerging Filmmakers

    Durban Fest ‘Springs’ for Emerging Filmmakers

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • South Africa's Jenna Bass on Race,

    South Africa's Jenna Bass Explores Race, Class and Gender in 'High Fantasy'

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • (L to R) Young Rosie (ALEXA

    'Mamma Mia! Here We Go Again,' 'The Equalizer 2' Eye Debuts Above Forecasts

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • Durban 2018 Panel on Sexual Harrasment

    For Black Women in South African Film Biz, Equality Still a Struggle

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • 'Spider-Man: Into the Spider-Verse' Teases Spider-Ham

    'Spider-Man: Into the Spider-Verse' Teases Spider-Ham, Other Webspinners

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • Venom Comic-Con

    'Venom' Creators Promise 'Huge World,' Tease Spider-Man Fight

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

  • Bully

    Film News Roundup: Danny Trejo's Dark Comedy 'Bully' Scores Distribution

    A quartet of marketing executives urged exhibitors to ramp up their response to the explosive growth of the Hispanic market in the United States. “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 […]

More From Our Brands

Access exclusive content