Latino Dollars at the Movies

According to Anita Santiago Advertising, “Latinos are the single fastest growing movie-going ethnicity in the U.S. … they’re projected to spend about $2 billion at the box office this year.”

In addition, “Latinos attend almost 11 films a year and buy about 15 percent of all tickets sold. They’re 81 percent more likely to see a movie on opening weekend than the general market.”

So it got me thinking… which one of these two films should I spend my hard earn money on?


“From Prada to Nada,” directed by Angel Gracia, starring Camilla Belle, Alexa Vega, Luis Rosales (not mentioned as a starring role, but equally important: Wilmer Valderma)?

“A Latina spin on Jane Austen’s “Sense and Sensibility,” where two spoiled sisters who have been left penniless after their father’s sudden death are forced to move in with their estranged aunt in East Los Angeles.”

or “Biutiful,” directed by Alejandro González Iñárritu. Starring the amazing Javier Bardem, and Maricel Álvarez?

“This is a story of a man in free fall. On the road to redemption, darkness lights his way. Connected with the afterlife, Uxbal is a tragic hero and father of two who’s sensing the danger of death. He struggles with a tainted reality and a fate that works against him in order to forgive, for love, and forever.”

Anita Santigo Advertising goes on to state that ,”In Los Angeles and New York, they (Latinos) can comprise up to 55% of opening weekend attendance. The audience is there. All you have to do is be relevant.”

Interesting. So what happens when we take into account not only our (Latinos) need to go to the movies, but also the need to see ourselves on the big screen? What then? Which one of these two will be relevant?

Hmmmm. It’s good to have choices, isn’t it?

Spoiler: For some odd reason, you can sum up From Prada to Nada on YouTube – whoever marketed the film has no idea how to ummm… market the film – the whole movie is practically online!


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