ENGAGING WITH MULTI-GENERATIONAL LATINOS
PRESENTED BY FABIAN CASTRO VP, MULTICULTURAL MARKETING 2 Hispanics: An Essential Moviegoing Segment
Population 67% 15% 12% 6%
Moviegoers 64% 18% 12% 6%
Tickets Sold 58% 25% 11% 5% 0% 20% 40% Caucasian 60% Hispanics 80% represent a higher 100% Hispanic percentage of moviegoers and African American ticket sales compared to their Other % size of the population
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012 3 Hispanics Go to the Movies Often
84% of Hispanics attended at least one movie a year Incidence 84% 72% 69% 73% 76%
Total Caucasian Hispanic African-American Asian/Other
On average, moviegoing Hispanics see nearly 9.5 movies in a theater annually 12-Month Moviegoing 9.5 8.3 7.3 6.6 7
Total Caucasian Hispanic African-American Asian/Other
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012 4 Hispanics Go to the Movies as a Group
While language differences often exist among Hispanic families, the ability to participate in an activity as a family unit supersedes individual language preference.
86% of Hispanics say going to the theater is important so I can spend time with family and friends
Hispanic parents attend two to three more movies without their children than non-Hispanics.
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012 5 Hispanics: It’s Not Just One Age Group
Hispanics of all ages and acculturation see more movies in theaters annually compared to non-Hispanics. 11 10.1 9.8 8.7 8.3
7 6.8 6.1 6 5.6 Non-Hispanic Hispanic
12 to 17 18 to 24 25 to 34 35 to 44 45+
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012 6 Hispanic-Specific Opportunities
Spanish-Dominant / Bicultural Hispanics: • Attend more movies annually than those that only watch English-language TV
• Are more likely to search for information and watch trailers online, especially via mobile web
• Are much more engaged in discussing movies on social networks
SOURCE: NIELSEN AMERICAN MOVIEGOING 2012 7 Universal’s Culturally Relevant Approach
8 About
TheMama Purge $1.2 BillionDespicableIdentity Thief Me 2 Domestic Gross in YTD 2013
2Oblivion Guns FastRiddick & Furious 6
SOURCE: BOX OFFICE MOJO 10/10/13 9 Formula for Marketing Success with Latinos
Key is to develop tactics that will be culturally relevant
CREATIVE/MEDIA PUBLICITY DIGITAL
Latino Passion Points allow for multigenerational yet targeted outreach
10 Movie Marketing Challenges
Hollywood mainstream films are unlike any other marketable good:
Product Time Audience Every film is its Limited window Mass audience is own stand to create fragmented – a alone awareness and challenge to product develop interest wrangle
11 Culture is the new language
Highlights from the following Universal US Hispanic campaigns as case studies:
JANUARY 2013 MAY 2013 JULY 2013
12 CREATIVE/MEDIA PUBLICITY DIGITAL
Taking our creative approach steps further than translation
Title Adaptation
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Taking our creative approach steps further than translation Latino Music in Commercials
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Media Integration
Developing out-of-the-box extended placements in pop-culture influences areas of Hispanic media
3.3 MM Viewers
#3 Network Overall for the night among adults 18-34 Season Finale of beating CBS and Univision’s Nuestra Belleza Latina NBC
SOURCE: UNIVISION PRESS RELEASE 5/20/13 15 CREATIVE/MEDIA PUBLICITY DIGITAL
Hollywood Online TV AOL MOVIEFONE ABC WORLD NEWS NOW superstars in AOL POPEATER ACCESS HOLLYWOOD LIVE environs only DEADLINE HOLLYWOOD ANDERSON COOPER 360 ENTERTAINMENT TONIGHT E! NEWS familiar to E! NEWS NOW EXTRA Hispanic EW.COM FOX AND FRIENDS HUFFINGTON POST GOOD DAY LA audiences. NEW YORK MAG / VULTURE GOOD MORNING AMERICA NEW YORK TIMES THE INSIDER PEREZ HILTON KTLA MORNING NEWS SLATE MORNING JOE TMZ.COM ON THE RECORD (FOX NEWS) TVGUIDE.COM THE O’REILLY FACTOR US MAGAZINE.COM SHOWBIZ TONIGHT WASHINGTON POST THE TODAY SHOW TMZ VH1 MORNING BUZZ LIVE
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PREMIOS BILLBOARD 2013 – TELEMUNDO & mun2 AT LONDON JUNKET MAIN SHOW + BACKSTAGE
mun2 30 MIN SPECIAL WITH EXCLUSIVE INTERVIEWS/ACCESS CREATIVE/MEDIA PUBLICITY DIGITAL
Leveraging affinity towards Hispanic talent
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Massive content launches
UNIVISION HOMEPAGE UNIVISION ENTRETENIMIENTO
MAMA was the first time a Univision studio has Interactive’s debuted a worldwide trailer widest with a US Hispanic movie trailer outlet FIRST, before UNIVISION CINE the rest of the UVIDEOS HOMEPAGE debut world
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Social
46,000,000 134k video views targeted on Latino dedicated followers on YouTube Facebook channel
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Omnipresence with Roadblocks UNIVISION.COM HOMEPAGE FANDANGO CINE MUN2.TV
PANDORA MILLENNIAL TABLET HULU
21 CREATIVE/MEDIA PUBLICITY DIGITAL
Ticketing
22 Success Stories
$120MM opening for 4-day Memorial Day Biggest opening weekend in Universal history 32% Hispanic.
$32MM opening for 4-day MLK 2013 wknd 46% Hispanic. $72MM domestic total
$143MM opening for 5-day July 4th wknd 27% Hispanic. $872MM Worldwide. Universal’s most profitable movie ever.
SOURCE: BOX OFFICE MOJO; UNIVERSAL EXIT POLLS 23 Takeaways that Apply to All Brands
CREATE OMNIPRESENCE CULTURAL RELEVANCE VIA CUSTOM OUTREACH IN MESSAGING IS KEY ACROSS A VARIETY OF MEDIA
DEVELOP BRAND SOCIAL MEDIA INTEGRATIONS IN ENCOURAGES UNEXPECTED PLACES ENGAGEMENT AND BRAND ADVOCACY
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