In the next few weeks, Disney will launch a substantial Hispanic advertising campaign to promote the movie “Gol,” which is opening in 1,000 movie theaters nationwide on May 12.

The movie is mostly in English, but the characters also speak in Spanish. Disney will allocate 40% of its budget to advertising to the Hispanic market. Gilbert Davila, VP of Multicultural Marketing at Disney, tells Portada® that “a substantial amount of the Hispanic budget will be invested in newspaper ad buys.” “We are more committed than ever to reach Latinos via print,” he added at the NAHP Annual Conference & Expo.

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