Hispanics Boost ‘Fast & Furious 6’

Hispanics might represent 16% of the U.S. population, but they account for a whopping 32% of the audiences that have rushed to see Fast and Furious 6 since it opened in May 24. By June 1, the Universal franchise had collected an estimated $146.3 million in the U.S. box office alone, according to Box Office Mojo.

Universal has made a point to include a diverse cast to its Fast and Furious 6 franchise, including Vin Diesel, Dwayne Johnson and Michelle Rodriguez (photo) and has employed specific marketing tactics to appeal to multicultural audiences. In the case of U.S. Hispanics, in addition to including a diverse cast, the film also features a good dose of Spanish-language dialogues, and was promoted across platforms with teasers and trailers in Spanish and using promotional stunts in top Hispanic markets.
Courting Hispanics to the big screen seems like a lucrative proposition for Hollywood studios. According to a Nielsen report earlier this year, Latinos represent 18% of the moviegoing population in the U.S., yet they account for 25% of all tickets sold. What's more: Hispanics were also the only demographic group that went to more movies in 2012 than in the prior year: 9.5 movies on average compared with 8:5 in 2011.

Laura Martinez (@miblogestublog)

Laura has lived and worked as a journalist in Mexico, Chile, Argentina and the U.S. She was the founder and editor in chief of Marketing y Medios magazine, an English- language trade publication devoted to explaining the Hispanic market to a non-Spanish speaking audience of executives and marketers. Prior to that, she was responsible for creating and launching the Spanish-language edition of the Wall Street Journal. She was also the creator and founding editor of Entrepreneur magazine´s Spanish-language Web site www.SoyEntrepreneur.com. She is fluent in Spanish, English and French and works as a freelance writer and editor in New York City.

MORE FROM PORTADA

AB InBev Awards U.S. Media Account to Dentsu Aegis Network

AB InBev Awards U.S. Media Account to Dentsu Aegis Network

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada.


BRAND MARKETING RESEARCH: Apple, Google World’s Top Brands

BRAND MARKETING RESEARCH: Apple, Google World’s Top Brands

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.


Marketers Use Social Media to Boost Sponsorships: ANA STUDY

Marketers Use Social Media to Boost Sponsorships: ANA STUDY

Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).