The Power of the Latino Dollar: How Mexican-Americans Are Revolutionizing the Film Industry

The film industry has long been dominated by stories and perspectives that cater to a predominantly white audience. However, with the growing economic and cultural influence of Latinos in the United States, film studios can no longer afford to ignore this vital demographic.

According to a report by the Motion Picture Association of America (MPAA), Latinos made up 18% of the U.S. population in 2020, but accounted for 23% of frequent moviegoers (those who go to the movies at least once a month). This demographic disparity is not limited to movie attendance; Latinos also have significant purchasing power, with a buying power of $1.9 trillion, according to a report by the Selig Center for Economic Growth.

The success of films like “Coco” (2017), “The Book of Life” (2014) and “Instructions Not Included” (2013) demonstrates the immense box office potential of films that cater to Latino audiences. “Coco,” for example, grossed over $807 million worldwide, with 44% of its domestic box office revenue coming from Latino audiences.

Despite these numbers, Latinos remain underrepresented in front of and behind the camera. A study by the USC Annenberg Inclusion Initiative found that only 3.5% of leads and co-leads in films from 2018-2019 were Latino, despite making up nearly 20& of the U.S. population.

Film studios must recognize the financial power and cultural influence of Latinos and work to provide more accurate and nuanced portrayals of Mexican-Americans and other Latino groups. This not only makes economic sense but also contributes to a more inclusive and diverse cinematic landscape.

As Dr. Jose-Luis Ruiz, film director and founder of the Mexican-American Cultural Education Foundation, notes, “Latinos are not just a niche audience, we are a vital part of the American fabric. Film studios must acknowledge our economic and cultural influence and work to create stories that reflect our experiences and perspectives.”

By embracing the power of the Latino dollar and working to create more inclusive and diverse films, the movie industry can tap into a vast and growing market, while also contributing to a more equitable and representative cinematic landscape.

SOURCES:

MPA-2020-THEME-Report.pdf

Thirty years of change: Consumer buying power is more diverse than ever Hispanics, Asians Provide Highest Rates of Moviegoing in U.S.

aii-hispanic-latino-rep-2021-09-13.pdf