Fabián Castro, SVP of Multicultural Marketing of NBCUniversal
Fabián Castro, SVP of Multicultural Marketing of NBCUniversal, who attended the Geoscape summit as a panelist, said the U.S. Hispanic market is of great importance to the company, because going to the movies is one of Hispanics favorite activities.By the numbers, the Hispanic consumer represents 15% of U.S. moviegoers, 18% of Hispanics are movie lovers, and the segment represents 25% of box office sales. Hispanics who consume Spanish-language content go to theaters throughout the year and watch more trailers on their mobile devices than the rest of the population, said Castro.According to him, the formula for successful marketing communication to Hispanics is composed of three pillars: creativity, advertising and digital. The challenge in marketing movies is very different from that of marketing other brands, because each film is unique and specific, with very little time for promotion and a very fragmented audience, he added.During his participation at Geoscape, Castro presented three case studies of Hispanic market campaigns for the films Mama, Despicable Me 2 and Fast & Furious 6, where he said, culture is the new language.
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