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Hispanics might represent 16% of the U.S. population, but they account for a whopping 32% of the audiences that have rushed to see Fast and Furious 6 since it opened in May 24. By June 1, the Universal franchise had collected an estimated $146.3 million in the U.S. box office alone, according to Box Office Mojo.

Universal has made a point to include a diverse cast to its Fast and Furious 6 franchise, including Vin Diesel, Dwayne Johnson and Michelle Rodriguez (photo) and has employed specific marketing tactics to appeal to multicultural audiences. In the case of U.S. Hispanics, in addition to including a diverse cast, the film also features a good dose of Spanish-language dialogues, and was promoted across platforms with teasers and trailers in Spanish and using promotional stunts in top Hispanic markets.
Courting Hispanics to the big screen seems like a lucrative proposition for Hollywood studios. According to a Nielsen report earlier this year, Latinos represent 18% of the moviegoing population in the U.S., yet they account for 25% of all tickets sold. What’s more: Hispanics were also the only demographic group that went to more movies in 2012 than in the prior year: 9.5 movies on average compared with 8:5 in 2011.

Laura has lived and worked as a journalist in Mexico, Chile, Argentina and the U.S. She was the founder and editor in chief of Marketing y Medios magazine, an English- language trade publication devoted to explaining the Hispanic market to a non-Spanish speaking audience of executives and marketers. Prior to that, she was responsible for creating and launching the Spanish-language edition of the Wall Street Journal. She was also the creator and founding editor of Entrepreneur magazine´s Spanish-language Web site She is fluent in Spanish, English and French and works as a freelance writer and editor in New York City.

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