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How ‘In the Heights’, ‘Fast 9’ help Hollywood Latinx culture

If the cinema recovers after a pandemic, Hollywood will have to rely on the loyal audience it has long ignored, the Latino.

The COVID-19 shutdown was cruel to the film industry.according to Report by the movie Assn., US and Canada box office revenues fell 80% in 2020. The studio has postponed the movie premiere for over a year or released it on a streaming platform.

But now that there are vaccines, high doses give the audience the hope of returning to the local cinema. Fortunately for the industry, Latin Americans can save the day.

You see, we love going to the movies. Purchased in 2019 1/4 of all tickets Despite accounting for only 18% of the US population. Latin Americans went to the cinema on average 4.7 times that year. This is the highest per capita attendance in ethnic and racial groups. By comparison, white movie fans averaged 3.2 visits.

The 2021 numbers may not look very different.

The summer movie season has just begun, and Latin Americans are already emerging. Warner Bros. ‘ “The Conjuring: The Devil Made Me Do It” It topped the box office last weekend and, despite being premiered on HBO Max, earned an estimated $ 24 million. Paranormal flicks, according to Deadline Best performance Los Angeles, New York, Dallas, Houston, Chicago — All Latino populous markets. The movie’s top gross theater? El Paso’s Cinemak Tinsel Town.

I would be disappointed if I didn’t say that The Nun’s most successful opening weekend (with a total of eight movies) came with the release of “The Nun” in 2018. Earning $ 53.5 million domestically, Latinx accounted for 36% of viewers. Perhaps not surprisingly, it’s the only franchise movie that prominently features Latin characters (Mexican actor Demián Bichir as a priest).

And “In heights.. “

The film adaptation of the Lin-Manuel Miranda musical set in the neighborhood of New York City, which is mainly Latin in Washington Heights, has been centered around our community since Pixar’s 2017 animation feature “Coco” (winning Oscar twice). This is the biggest movie I have set up. Given that “In the Heights” features almost all actors with Spanish names other than Edward James Olmos, the Friday release will be Latino on the big screen. It is expected to be a watershed of the expression of.

“There was no movie like’Black Panther’or’Crazy Rich Asians’,” starring actor Anthony Ramos recently said. Told the Hollywood Reporter, Black and AAPI refer to two movies that prove that you can make a lot of money by telling the story respectively.

Ramos also said that the cast members were ” Lalaza!Or “for culture!”, The implicit understanding that there are many problems with how “in the heights” work at the box office.

It’s hard to blame him for thinking that way. I don’t know who decided that “In the Heights” should be a Latino “Black Panther” or “Crazy Rich Asian”, but the musical discourse is certainly feel Like the only shot to show more stories on the screen.

It’s only natural to be a National Asun. Prior to the 2018 Crazy Rich Asians premiere, the Latino Independent Producers are working with Gold House, an Asian Pacific Islander organization to organize a successful theater acquisition campaign, in a similar effort to support In the Heights. have started. Latinx Gold Open.

“Such a partnership is a substantive way to send the message we’re looking at and support each other’s communities,” actor Daniel Dae Kim told The Hollywood Reporter.

“From our Harmeonis to Abuela to many languages ​​in many countries, we want to make a more complete and more complete story about what it means to be American.”

It’s definitely a noble endeavor and I hope it succeeds. But even if “In the Heights” falls below the studio’s expectations by $ 1, Latin Americans don’t have to prove to Hollywood that they can bring big-budget movies to the top of the box office. We have been doing that for 20 years.

When “Fast and Furious” was released in 2001, the $ 38 million action movie set in the street racing scene in Los Angeles would become a $ 6.15 billion franchise out of 10 movies so far. No one expected it.

From the beginning, Latinos have been one of the main drivers of this wild ride. When “Furious 7” was first released in 2015, Occupied 37% For the opening weekend audience. When “Wild Speed ​​ICE BREAK” premiered two years later, Latinxs bought 26% of all tickets Weekend opening.

In retrospect, it makes perfect sense for Latin Americans to be attracted to these films. All films except the 2006 “The Fast and the Furious: Tokyo Drift” (third) and the 2019 spin-off “Fast & Furious Presents: Hobbs & Shaw” Latinidard.. Settings (Los Angeles, Miami, US / Mexico border, Dominican Republic, Cuba), cast (Michel Rodriguez, Eva Mendes, Tego Calderon, Don Omar), family themes, and even frequent reggaeton beats franchise Incorporates Latin culture into the film. You can see that “F9” is doing the same thing without revealing spoilers.

This strategy is by design. After the release of “Fast & Furious” (4th work) in 2009 Universal Executive told my colleague Reed Johnson The studio was always going to take care of the demographic group that was “taking care of the franchise.”

It was the installment payments for this franchise that film historian Mary Bertrand called “a case study of the Latinization of mainstream films.”

“It’s not surprising that the film series, which built one of its greatest attractions with its cultural mix and the embodiment of border crossings, expanded its vision of accepting Latino diasporas in the United States and abroad.” She wrote in 2013..

Universal Studios knows who is fueling the engine of this franchise. That’s why Vin Diesel and John Cena from “F9” recently promoted the movie in-game in Round 2 of the Liga MX final. Mexico’s professional soccer league is the hottest spot in the United States. Broadcast in Spanish by Univision, the match was seen by 3 million Latin Americans.

“F9” will be a big hit when it premieres in the United States on June 25th. Since opening in mid-May, it has already earned $ 255 million in parts of Asia and the Middle East. Then you would believe that there is one or two stories about how Latin Americans supported the film. We play our part.

Now it’s time for Hollywood to do them.



How ‘In the Heights’, ‘Fast 9’ help Hollywood Latinx culture Source link How ‘In the Heights’, ‘Fast 9’ help Hollywood Latinx culture

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