Nicole Ramirez, 22, has fond memories of going to the movies with her family and friends, a tradition she continues to this day. While most Americans go to the movies about 2.3 times a year, Latino audiences like Ramirez go about 3.3 times a year. Latinos are a key demographic for Hollywood during the summer blockbuster season, consistently boosting box office success. They are also the most avid moviegoers per capita in the U.S.
Despite being avid moviegoers, Latinos are underrepresented in Hollywood. Only 7.2% of film roles and 3.7% of directors in 2023 were held by Latinos. Increasing Latino representation on and off-screen could lead to a significant increase in profits for the industry. Ramirez and others like her often select movies based on representation, seeking validation in seeing themselves and their friends on screen.
Going to the movies for Latinos is often a family-oriented experience, with friends and family coming together to enjoy the communal setting of the theater. This group viewing habit is seen as “gold” at the box office by industry experts. Focusing on Latino audiences could be the key to Hollywood’s success, as diverse casts have been shown to generate more ticket sales globally. However, the untapped potential of Latino talent in Hollywood suggests that more support and marketing efforts are needed to promote content made by Latinos.
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