There’s been a noticeable change in the movie theater industry, with the rising influence of Latino Moviegoers in the USOne can’t help but observe Latino moviegoers’ increasing influence and significance. Let’s take a look at why this shift is taking place and its importance for the future.

A Growing Latino Audience

According to a recent study by the Motion Picture Association of America (MPAA), Latinos made up a striking 24% of the total moviegoing audience in the US in 2021, a rise from 22% the previous year. Notably, 57% of Latinos watched a movie in theaters that year, outpacing the 48% rate of non-Latinos.

Why are Latinos Heading to Theaters More Often?

A core factor propelling Latinos to theaters is the desire for culturally relevant content. According to the National Association of Hispanic Theaters and Performing Arts Centers (NAHTPA), 62% of Latinos said they’d be more likely to see a movie if it was culturally relevant to them. This was a significantly higher percentage than the 44% of non-Latinos.

Modern Trends with Traditional Values

Despite the rise of streaming platforms, Latinos still value the communal experience of watching a movie at a theater. 71% of Latinos watched movies with family and friends, reinforcing the community-oriented nature of Latino culture. This communal mindset is also reflected in how they choose which films to watch: 78% of moviegoers relied on word-of-mouth and recommendations.

Embracing Digital Transformation

While the preference for cinema remains, the shift to digital platforms for purchasing tickets is evident. 78% of moviegoers, irrespective of ethnicity, are now buying their cinema tickets online.

A Call to the Movie Industry

There’s an evident gap between the demand for culturally relevant movies and their supply. To address this gap, movie studios and theaters must emphasize producing and promoting films that resonate with Hispanic culture. Marketing these movies through Spanish-language media can further boost their reach.

Recent findings also highlight that the average Latino moviegoer in 2021 was 38 years old, and their preferred genres include action, comedy, and drama.

In Conclusion

The Latino community’s evolving moviegoing habits present an opportunity for the movie industry, from studios to movie theaters. By tapping into the needs and preferences of this audience, studios and theaters can ensure they cater to one of the fastest-growing segments in the US movie market.