LOS ANGELES: Anita Santiago Advertising has launched an entertainment marketing division aimed at helping studios reach Latino audiences with integrated campaigns for mainstream films.
"Hispanics spent $1.5 billion at the box office in 2002, and that is expected to double by 2012," said Santiago. "According to a 2004 Arbitron report, Hispanics are 81% more likely to see a film opening weekend than the general audience. This group must be courted, and that courting must be done the right way."
The division will be lead by Linda Ortiz, who has worked with studios such as Universal Pictures, DreamWorks, and Disney on Hispanic campaigns. Ortiz said the goal of the division is to work with a single studio to market all its films, not only those with clear Latin appeal, to Hispanics. She added that the firm is in talks with a number of studios, but declined to name them.
While studios are increasingly targeting Hispanic consumers, it is often on a film-by-film basis rather than as an overall strategy, and much of the marketing is done post-production. For general market campaigns, publicity strategy often begins in pre-production. Ortiz said her goal is to help a studio take that kind of long-term strategy into the Latin market.
"We realized that the market is now ready for a more serious and integrated approach," she said. "It makes sense for a studio to not pick and chose but get a long-range view going."