![]() In 2013, Universal Studios heavily marketed Fast and Furious 6 towards Latinos, which paid off. areas plagued by winter storms and, more importantly, $18.5 million is still a success for the film, which was made on a shoestring budget of $5 million.īut while it may be the most recent case, The Marked Ones certainly doesn’t mark the first time that Hollywood has attempted to capitalize on the Latino market. (The franchise’s peak opening weekend, for 2011’s Paranormal Activity 3, brought in a whopping $52.6 million.) Of course, movie attendance was likely affected in U.S. It should be noted that despite all that targeted marketing, The Marked Ones only brought in $18.5 million in its opening weekend, coming in second behind Frozen at the box office. They’re the children of people watching Spanish-language TV. “Usually the stuff marketed towards us in the Latino community tends to be marketed in Spanish or on Spanish-language outlets, but Paramount was smart enough to know that the Latino audience they’re going for speaks English. “They on English-language media, like during the season finale of The Walking Dead or during American Horror Story: The Coven,” he says. Umberto Gonzalez is the managing editor of and the founder of Mayimbe Media, a start-up that looks to produce, acquire, and distribute original Latino films, and he believes that Paramount used a smart strategy when marketing The Marked Ones. In 2012, during the lead up to the release of Paranormal Activity 4, the Los Angeles Times noted that, “Paramount’s movie theater exit data reveals that Latinos make up nearly a third of all Paranormal Activity ticket buyers, which is even higher than the horror genre’s average attendance by Latinos, which ranges from 20% to 25%.” What’s more, the report found that Latinos were the only group that saw more movies in cinemas in 2012 than they had the previous year.Īnd when it comes to the Paranormal franchise in particular, the Latino population is an especially significant market. According to Nielsen National Research Group’s 2012 American Moviegoing report, Latinos made up 18% of the movie-going population but purchased a full 25% of the year’s movie tickets. In the U.S., the Latino population is one of the most reliable and desirable movie-going demographics. While the shift might seem abrupt to some, it was actually a very savvy move on the part of the film’s studio Paramount. While the spinoff still deals with the same theme and style of the originals, this time the action is set in the largely Latino community in Oxnard, California, and stars Latino actors. It isn’t long before creepy things begin happening. The three kids decide to visit the old woman’s apartment, taking their trusty video camera along with them. The film follows three teens, Jesse, Hector and Marisol as they go about filming their antics before Jesse’s downstairs neighbor mysteriously dies. While fans of the first four instalments are by now well-acquainted with the franchise’s format - namely, shaky cam or surveillance footage reveals strange and dark forces haunting a middle-class white family in a suburban home - The Marked Ones is notable for its marked turn from the original. Not quite a sequel, The Marked Ones is more of a spinoff of the ridiculously popular horror franchise that’s made the most of the found footage subgenre. The filmmakers behind the Paranormal Activity franchise, which this weekend saw the release of The Marked Ones, are certainly up on that rule. Follow good rule of thumb in the entertainment industry is know your audience.
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