Latino families are driving summer box office success for many popular movies

In an industry coming under increasing pressure from streaming platforms, Hollywood’s Latino fans are the most avid moviegoers per capita in the U.S.

For Nicole Ramirez, 22, going to the movies is a family tradition. Growing up in Miami, she remembers going to $2 daytime movies with her cousin and sister every Tuesday during the summer. On the weekends, she and her friends would flock to one of the outdoor malls for a night at the movie theater.

Ramirez has seen multiple summer movie releases this year with friends and family. This includes her Colombian parents, despite the fact they don't speak English very well, she said.

Ramirez's moviegoing habits are a marked difference from most of her fellow Americans, who go to the movies far less. According to research by consulting firm McKinsey & Company, non-Latino white Americans see films about 2.3 times a year on average. Latino audiences have the highest per capita annual film attendance, at 3.3 times a year.

During the summer, when Hollywood produces blockbusters that cater to those on vacation from school and looking to beat the heat, Latinos are consistently the group that boosts box office success. 

When it was released in theaters in mid-June, Ramirez went with friends to watch “Inside Out 2,” a movie that made $115 million on opening weekend — and had a 38% Latino audience. 

https://www.nbcnews.com/news/latino/latinos-driving-us-summer-box-office-success-rcna160044

---