According to a new study commissioned by TheWrap, this summer Latinas are buying more movie tickets than any other demographic. Latina women over the age of 25, in fact, go to the movies more often than the coveted young-male quadrant, and they tend to buy more tickets because they watch movies with their families. At least 20 percent of Latina women polled claimed to have seen all the major movies.
Market research firm C4 conducted the study and polled 1500 moviegoers who watch more than six movies a year in the theater, adjusting for ethnicity, gender, and geography.
Research corroborated previous studies demonstrating that Latino moviegoers aren’t just voracious but also versatile in their moviegoing tastes, with ticket sales spanning superhero adventures, family-friendly cartoons, raunchy comedies, teen weepies, Christian dramas, and horror flicks. However, animated films proved most popular among Latina women — unsurprising given that moviegoing is a family activity for so many Hispanic households.
Studios have so far benefitted from marketing Christian films to Latino audiences, of whom U.S. census numbers indicate are 80% Catholic or Protestant. Thus it stands to reason that Pantelion Films and its Latino audience-serving peers are leaving money on the table by not making more female-centric films like the comedy From Prada to Nada and the Eva Mendes vehicle Girl in Progress.
Latina women may be going to the movies this summer more than anyone else, but they’d probably be happier if there were more Latina actresses on the big screen.