Word: hispanicism
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The Fox Searchlight/Weinstein Co. picture connected with both Hispanic and indie film audiences, earning $2.6 million, the highest opening weekend ever for a Spanish-language film in the U.S. Studios have long known Hispanic crowds will show up for their comedies and animated films. But the success of Under the...
Hollywood has good reason to court the Hispanic audience. Latinos buy more movie tickets per person than any other segment of the U.S. population. The median age of Hispanics in the U.S. is 27.4, nearly 10 years younger than the U.S as a whole, putting them squarely in the date...
Under the Same Moon has a character for almost everyone with some part in the Hispanic immigrant story. There's the boy, spunky Carlito (Adrian Alonso), separated from his parents by the border; the mother, Rosario; a disillusioned recent illegal played by telenovela star Kate del Castillo; Ferrera's second...
Based on focus group reactions, Utley knew she had a movie Hispanic audiences would respond to. Some people were even crying at the TV commercials, she says. "They said, 'I've never seen myself on screen before.'"
In addition to advertising in the Hispanic media, Fox Searchlight launched a grass roots marketing campaign. The company partnered with Jarritos, a Mexican soda drink, to host 55 screenings in 11 cities, hit more than 20 film festivals and gave out 30,000 phone cards with the film on them...