New MPAA Report Shows Hispanics Trending As Higher Percentage Moviegoer

The Motion Picture Association of America (MPAA) released its annual Theatrical Market Statistics Report for 2012 this week. The report illustrates that global box office revenue for all films worldwide reached $34.7 billion in 2012 (+6% over 2011). The U.S & Canada rev was up 6% to $10.8 billion with a 6% increase in admissions to 1.36 billion. One very noticeable piece in the report was that Hispanics – while only representing 17% of the population in the U.S & Canada – encompassed 26% of all movie ticket purchases.

Although Caucasians make up the majority of the population and moviegoers (140 million), they represent a smaller share of 2012 ticket sales (56%). Hispanics are more likely than any other ethnic group to go to movies, and purchased more tickets in 2012 compared to 2011. (source: MPAA)

Hispanics report the highest annual attendance per capita, attending on average 6.4 times per year, compared to closer to 4 times per year for African Americans, Caucasians, and Others. (source: MPAA)


In 2012, the ethnic composition of frequent moviegoers looks much the same as in 2011, with Hispanics oversampling as frequent moviegoers relative to their proportion of the population. (source: MPAA)

So what does all this information this mean to the independent filmmaker? For one – we can see that there’s a target audience that is not being directly served by the big studio films. This also seems to be a great opportunity for four-walling a film and bypass traditional distribution system. If you have an eager audience that wants to see films, why not make films for them.

Click HERE (PDF) for an infographic of the report.

Click HERE (PDF) for the full 2012 MPAA Theatrical Market Statistics report.


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