Click to Skip Ad
Closing in...
Biggest Exhibitors Nix 'Crouching Tiger' Netflix/IMAX Plan; What Happens Now? Biggest Exhibitors Nix 'Crouching Tiger' Netflix/IMAX Plan; What Happens Now? Previews & Predictions: Affleck's Did-He-Or-Didn't-He? , Annabelle Conjures Up Some Scares and Nic Cage Battles The Rapture Previews & Predictions: Affleck's Did-He-Or-Didn't-He? , Annabelle Conjures Up Some Scares and Nic Cage Battles The Rapture Need An Extra Dimension???  Here's An Updated Imax, 3D and 4D Release Schedule.... Need An Extra Dimension??? Here's An Updated Imax, 3D and 4D Release Schedule.... Event Cinema News:  Updated Alternative Content Schedule and Event Cinema Association Conference and Awards October 16th Event Cinema News: Updated Alternative Content Schedule and Event Cinema Association Conference and Awards October 16th 'The Maze Runner" Finally Dethrones 'Lucy' With $37 Million Overseas Weekend 'The Maze Runner" Finally Dethrones 'Lucy' With $37 Million Overseas Weekend Will Fox's 'Runner" be A-Maze-ing?  This Week's Previews and Predictions Will Fox's 'Runner" be A-Maze-ing? This Week's Previews and Predictions Thanks To Rental Availability, 'Draft Day' and 'Blended" Vault to Top Of ITunes VOD/EST Top 15 Chart Thanks To Rental Availability, 'Draft Day' and 'Blended" Vault to Top Of ITunes VOD/EST Top 15 Chart Hawking, Hobbits & 'Hunger Games': Part 2 of Box Office Insider's Guide to the Fall Movies Hawking, Hobbits & 'Hunger Games': Part 2 of Box Office Insider's Guide to the Fall Movies China Debut Moves 'How To Train Your Dragon 2' To Top Of Overseas Box Office China Debut Moves 'How To Train Your Dragon 2' To Top Of Overseas Box Office Master Bruce, It's This Week's Indie Releases!  Coogan and Brydon take "The Trip To Italy" and Michael Fassbender Rocks A Paper Mache Head In "Frank" Master Bruce, It's This Week's Indie Releases! Coogan and Brydon take "The Trip To Italy" and Michael Fassbender Rocks A Paper Mache Head In "Frank" Hollywood Now Minus One of the Great Studio Execs as Jeff Blake Steps Down From Sony Hollywood Now Minus One of the Great Studio Execs as Jeff Blake Steps Down From Sony First Trailer For Disney's "Big Hero 6" First Trailer For Disney's "Big Hero 6" BOI Weekly: Mindless Wanderings (...Or Stuff That Happened While You Were Buying Cleveland Cavaliers Season Tickets) BOI Weekly: Mindless Wanderings (...Or Stuff That Happened While You Were Buying Cleveland Cavaliers Season Tickets) Joon-ho Bong's "Snowpiercer" and Whitey Bulger Lead A Full Plate Of Indie Offerings This Week Joon-ho Bong's "Snowpiercer" and Whitey Bulger Lead A Full Plate Of Indie Offerings This Week Leapin' Lizards! Second Trailer For Sony's "Annie" Drops Leapin' Lizards! Second Trailer For Sony's "Annie" Drops Bollywood Masala: "P.K." Moves Up, "Bombay Velvet" and  "Detective Bakshi" Move Out And Tons Of Other Hindi Film News Bollywood Masala: "P.K." Moves Up, "Bombay Velvet" and "Detective Bakshi" Move Out And Tons Of Other Hindi Film News Weinstein's "The Immigrant" Leads The Indie Pack This Coming Weekend Weinstein's "The Immigrant" Leads The Indie Pack This Coming Weekend New Trailer Drops For "A Million Ways To Die In The West" (NSFW), "Alexander and the..." and "Tammy" New Trailer Drops For "A Million Ways To Die In The West" (NSFW), "Alexander and the..." and "Tammy" Nibble Bits--Kevin Hart's 30 Second NBA Playoff Spot Nibble Bits--Kevin Hart's 30 Second NBA Playoff Spot Box Office Prediction & Analysis: "Brick Mansions" Box Office Prediction & Analysis: "Brick Mansions"

Why Hispanic Audiences Are A Box Office Asset

Box Office Insider By Box Office Insider | Box Office Insider June 10, 2014 at 1:26AM

Guest blog by Aaron M. Sanchez This Sunday at the Produced By Conference, there was a panel, "Increase your opening weekend box office: How the Hispanic audience can make all the difference." The panel consisted of John Fithian, President and CEO of National Associaton of Theater Owners; Gail Heaney, a Media Consultant; Roberto Orci, Executive Producer/Writer/Director; and Ray Ydoyaga, Executive VP of Nielsen NRG.
0

Guest blog by Aaron M. Sanchez

PGA Panel on Hispanic audiences


This Sunday at the Produced By Conference, there was a panel, "Increase your opening weekend box office: How the Hispanic audience can make all the difference." The panel consisted of John Fithian, President and CEO of National Associaton of Theater Owners; Gail Heaney, a Media Consultant; Roberto Orci, Executive Producer/Writer/Director; and Ray Ydoyaga, Executive VP of Nielsen NRG.

Although Hispanics represent 17.5% of the population, according to Univision's Peter Filaci, Hispanics contribute 19% of the U.S. box office revenue, and are 10% more inclined to see a movie on opening weekend more than any non-Hispanic. According to John Fithian, they see an average of 6 movies a year more than any other ethnicity with an average of 4 movies a year. It was mentioned that Hispanic audiences over-index in all of the reported indexes. For example, they prefer a better movie going experience with IMAX and even the newer luxury style themed theaters. They will also spend more in concessions than other nationalities on average, including alcohol purchases, where they have a higher profit margin.

Roberto Orci showed a trailer of his latest project "Matador," a TV series premiering on El Rey Network about a soccer player by day and spy at night. It was commented on that El Rey Network is targeting the English speaking audience of the Hispanic market. Although much of the discussion was serious, when it was announced that Hispanics are also more technically savvy than what was previously known according to their reports, Roberto Orci replied with "I have a bionic penis!" which met the room with laughter. While much attention has been steered towards social media making an impact on movie attendance, it was noted that Hispanics are 26% more likely to share their thoughts about movies on social media than non-Hispanics.

It was remarked by Ray Ydoyaga of Nielsen NRG that their studies were commissioned by Disney in order to get a proper snapshot of their audiences. In his research he has concluded that Hispanics are the "most valuable" and "most avid" moviegoers.

Will these numbers mean a larger focus as we've seen a bit of a shift in the industry? Will it mean a larger presence behind and in front of the camera in Hollywood? Time will tell, but if there were any indicators by those in attendance at this conference, the answer is an absolute yes at least in the indie world.
 
Aaron M. Sanchez is an Entertainment Reporter and Host of LIVE with Aaron and Kelly on NBC News Radio KCAA 1050AM. Follow on Twitter and Facebook.

This article is related to: Aaron Sanchez, John Fithian, Produced By Conference, Gail Heaney, Roberto Orci, Ray Ydoyaga, Hispanics, Box Office


E-Mail Updates





Upcoming Imax Titles

2014
9/5 Forrest Gump
9/26 The Equalizer

Upcoming D-Box Titles

2014
9/19 The Maze Runner

Upcoming 3D Titles

2014
9/26 The Equalizer
10/3 Annabelle

Studio Market Share

Thru August 3rd
1. Fox 18.1% 1,156m
2. Warner Brothers 15.7 998m

Major Film Festivals

8/6 - 8/16 Locarno
8/27 - 9/6 Venice Film Festival