By Pete Filiaci
What do Guardians of the Galaxy, 22 Jump Street, and Noah have in common?
Not genre, not studio, not talent-and while all three films have earned more than $120 million at the box office, that's not it either.
What these three movies share is they belong to genres for which Hispanic audiences are growing at a significantly faster rate than non-Hispanic audiences. According to research by the Simmons National Hispanic Consumer Study, from 2009 to 2013, Hispanic attendees for action-adventure pictures such as Guardians of the Galaxy grew at a rate of 12 percent-far surpassing the 2 percent growth among non-Hispanics. While attendees for comedies (like 22 Jump Street) are actually off by 15 percent among non-Hispanics, the number of Hispanic attendees for the genre has increased by 5 percent.
Movies in the action-adventure and comedy genres have long been most popular among Hispanics, but new trends appear to be taking shape. The drama category (featuring films like Noah) is down 9 percent among non-Hispanic attendees but up dramatically-15 percent-among Hispanic moviegoers. Let's even consider romantic comedies, a struggling category that hasn't seen a film cross the $100 million threshold in domestic box office in three years. Non-Hispanic audiences are down 19 percent since 2009, while Hispanic audiences are up a healthy 12 percent. In fact, Hispanic audiences have grown in the sci-fi, family, and horror categories, too-every genre tracked by Hollywood.
This phenomenon is due in large part to the fact that Hispanics are much more likely than non-Hispanics to see movies as a family or group. Anecdotally, Hispanics tell us that going to the movie theater is a pastime in itself-a social experience to be shared by friends and family. Part of the fun is debating movie choices and deciding what to see after they have arrived at the theater.
Hispanics not only buy more tickets per movie than the average non-Hispanic family, they also see more movies every year than the average moviegoer. According to Nielsen, Hispanics are the most frequent moviegoers of any demographic group, taking in 8.7 movies per year as compared to 7.7 per year for non-Hispanics.
Hispanics are more likely to go to the movies than the general population (83 percent vs. 77 percent). In fact, Hispanics make up 15 percent of the U.S. population aged 12 and older but buy 19 percent of the movie tickets among this demographic. Do the math and it's clear: appealing to Hispanic audiences is key to increasing box office revenues.
Opening weekend buzz can often set word-of-mouth in action to either make or break a film and its box office fortunes. Hispanics make an enormous impact in that measure as well, with 47 percent of Hispanic moviegoers usually going to see a film on its opening weekend, something only 37 percent of non-Hispanics do.
Hispanics also demand a more integrated entertainment experience than the general population. While only 72 percent of all adults use social media, 80 percent of Hispanics do. Additionally, the number of Hispanics who use social media has increased from 18.9 million in 2010 to 28.7 million in 2014, a 52 percent increase. Put simply: Hispanics are more likely to share their opinions about movies, another factor that will drive box office revenues.
Hispanics' importance at the box office will continue to grow over the coming years. While the U.S. Hispanic population has grown sixfold since Patton and Love Story (1970) were box office hits, and Hispanics represent more than half of the overall growth in the U.S. population since Gladiator (2000) ruled the screen, the current population of Hispanics (approximately 56 million) will more than double to 128.8 million by 2060.
At Univision's panel in June at the "Produced By" Conference, National Association of Theatre Owners President John Fithian said, "Hispanics love the same movies as others ... just a little more."
That statement is very true, but Hollywood must honor this fact. According to a study last year by the University of Southern California's Annenberg School for Communication and Journalism, Hispanics filled just 4.9 percent of the 3,942 speaking roles in the top 100 films from 2013-the same percentage they held five years earlier. The study concluded, "Hispanics clearly are the most underserved racial/ethnic group" in the film industry.
For the love story between Hispanics and movies to continue along its current happy path, Hollywood needs to change that plot.
Pete Filiaci is a vice president in Univision's Strategy and Insights Group, a dedicated consulting team of veterans from media, marketing, and agency backgrounds who help marketers develop and execute their strategies to drive sales with Hispanics. A cornerstone of their approach is helping companies evolve from treating Hispanic as a niche to deploying a "total market strategy," where Hispanic is integrated into all phases of the business planning process. Filiaci has 20 years of experience in the media industry. He has been with Univision since 1998.
LEAWOOD, Kan. -- AMC Theatres and Paramount Pictures are excited to offer AMC Stubs members a first-of-its-kind INTERSTELLAR Unlimited Ticket, which allows AMC's loyal moviegoers to see the film as many times as they'd like for one price. AMC Stubs members who have already seen the movie have an option to upgrade to the unlimited ticket at AMC.
For two weeks, movie lovers have flocked to AMC Theatres to experience Christopher Nolan's latest blockbuster, INTERSTELLAR. Guest feedback indicates that guests not only love the movie, many are expressing a strong interest in seeing it again in the theatre.
"Christopher Nolan has created a masterpiece that movie fans are saying gets better every time they see it," said Elizabeth Frank, executive vice president and chief content and programming officer, AMC Theatres. "The INTERSTELLAR Unlimited Ticket gives these fans an opportunity to experience the spectacular cinematography and heart-warming stories as many times as they would like - at any AMC location, any showtime, in any format, including IMAX."
INTERSTELLAR Unlimited Tickets are available for sale to AMC Stubs members at AMC box offices in 330 locations across the country. The INTERSTELLAR Unlimited Ticket price varies by location, ranging from $19.99 to $34.99. All AMC Stubs members who have already purchased a ticket to the movie can upgrade for $14.99.
A commemorative INTERSTELLAR pass will be issued, which can be used at any AMC location playing the film. While the ticket is unlimited, quantities are not, and guests are encouraged to get their Unlimited Ticket while supplies last.
"INTERSTELLAR" stars Matthew McConaughey, Anne Hathaway, Jessica Chastain, Bill Irwin, Ellen Burstyn, John Lithgow and Michael Caine. With our time on Earth coming to an end, a team of explorers undertakes the most important mission in human history; traveling beyond this galaxy to discover whether mankind has a future among the stars. Directed by Christopher Nolan, written by Jonathan Nolan and Christopher Nolan, and produced by Emma Thomas, Christopher Nolan and Lynda Obst.
"INTERSTELLAR" is playing in theaters nationwide.
By Alex Edghill
50 Shades Of Grey capitalized on its second trailer release last week as it upped its like count by over 1 million on the week. I suppose this is hardly surprising after its 15 second teaser clip helped to generate 200k new likes a couple weeks ago but its still very impressive nonetheless. I have never seen a larger Facebook like count for an unreleased film, generally to get up to 5+ million it is for sequels reusing the Facebook page of a successful original film. Since January of this year it has now grown by over 5 million likes. By comparison the first trailer saw a 2 million like increase the week immediately after its release.
Now on the eve of its release, The Hunger Games: Mockingjay Part 1 pulled in just under 500k new likes. Very impressive when you consider how saturated pop culture has been with the film that it can still find that many new people to like its page. Sure it doesn't mean those people didn't watch the previous two films but at the very least that this new film and marketing campaign is engaging them enough to reach out and interact/seek out information about the latest installment. November's box office is about to get a huge shot in the arm over the next week or so.
The Pyramid has been doing a very solid job on Facebook in recent times, and last week it saw its single biggest week jump as it grew by just shy of 70k likes. The first weekend in December has traditionally been a dead zone, but by the time this release comes around it should have over 1 million likes which is nothing to scoff at, especially for a low-budget production such as this one.
Facebook Top 15 Movies by Like Increase for the Week Ending Sunday November 16th
|1||02/13/15||Fifty Shades of Grey||6,447,534||5,372,101||1,075,433||20.02%|
|2||11/21/14||The Hunger Games: Mockingjay Part 1||21,534,708||21,064,202||470,506||2.23%|
|3||01/02/15||The Woman In Black 2: Angel of Death||2,251,692||2,092,367||159,325||7.61%|
|6||05/01/15||Avengers: Age of Ultron||12,426,188||12,354,693||71,495||0.58%|
|9||03/20/15||The Divergent Series: Insurgent||3,783,546||3,723,423||60,123||1.61%|
|10||11/26/14||Penguins of Madagascar||3,283,887||3,238,492||45,395||1.40%|
|11||12/17/14||The Hobbit: The Battle of the Five Armies||14,221,981||14,188,405||33,576||0.24%|
|12||03/25/16||Batman V Superman: Dawn of Justice||3,583,075||3,553,293||29,782||0.84%|
|13||12/18/15||Star Wars: The Force Awakens||12,898,530||12,875,935||22,595||0.18%|
|15||12/19/14||Night at the Museum: Secret of the Tomb||1,874,443||1,859,593||14,850||0.80%|
Interstellar grossed more than $100 million in its second week of global release. The sci-fi flick registered more than 15.4 million admission across 21,290 screens in 63 markets for a $106 million overseas haul. Combined with North American grosses, the film has grossed $321.9 million worldwide. The current results are 13% ahead of Inception and 6% above of Gravity.
IMAX has been particularly friendly to Christopher Nolan's latest film. The film took $12.4 million from the premium format over the weekend, a 10% dip from last weekend's opening figures. Interstellar has grossed a total of $24.1 million in IMAX.
Top overseas performers this weekend include South Korea, which impressed with an $15.8 million outing: an 11% bump from its debut figures that is driving a $35.9 million market cume in the film's second weekend. The UK contributed $6 million to reach a market total of $19.3 million. Russia reached a $16.8 million cume following this weekend's $5.3 million frame.
Interstellar expands to Japan next weekend.
Big Hero 6 expanded to Mexico this weekend, where it took the #1 spot with a $4.8 million debut. The strong performance from the new opening helped the film take in $11.9 million over the weekend from a total of 23 territories. The animated film has grossed a total of $36.7 million overseas and $148.3 million worldwide. The film will continue to expand through more key overseas markets through February 2015.
Penguins of Madagascar is off to an early start in China. The animated film took $11.3 million from its early release in the market. The penguins will be reaching screens in North America on November 26.
Gone Girl took in $4.8 million from 35 markets, taking its overseas total up to $166.7 million. The David Fincher thriller has grossed $319.3 million worldwide.
Teenage Mutant Ninja Turtles groosed $4.2 million from 3,071 locations across 20 territories. The film continues to earn in China despite strong competition from the opening weekends of Interstellar and Penguins of Madagascar in the Market. The Turtles have grossed a total of $57.2 million in China and have currently grossed $283.2 million overseas. The film has earned $474.3 million worldwide ahead of its release in Japan on February 7.
The Maze Runner earned $3.3 million from 25 markets over the weekend, taking its overseas total up to $231 million. The YA adaptation has grossed $331 million worldwide.
Ouija took in $3.3 million from 22 territories, taking its overseas gross up to $17.5 million. The horror film has grossed a total of $65.6 million worldwide.
Dracula Untold grossed $3.1 million from 55 territories over the weekend. The film has earned a total of $153.1 million outside of North America and $208.8 million globally.
Interstellar continues to grow overseas as the film posted a strong hold-over performance across 21,290 screens in 63 markets. The film earned $106 million over the weekend and registered over 15.4 million admissions. The overseas total to day stands at $224.1 million, a 13% lead over Inception and 6% advantage over Gravity. IMAX contributed $12.4 million over the weekend, a 10% dip from the opening numbers. IMAX cume stands at $24.1 million of the film’s $321.9 million worldwide total.
Interstellar is now WB’s biggest 2D opener of all time, finishing in second place among the studio’s full slate of titles behind Guillermo del Toro’s 3D Pacific Rim. The sci-fi epic is the biggest opener of director Christopher Nolan’s career.
Interstellar continues to impress in several top markets. Here is a run down of other top performers:
Interstellar expands to Japan next weekend.