I don’t know if it’s Maya who handles the marketing of a film. Spiderman, the Dark Knight, Funny People, etc all do well because they plug millions of dollars into merchandise, SEM campaigns, billboard ads, interstitial ads, cross promotional campaigns, SMS, street teams, etc.

Franc is doing well pushing his film but he is one person. The ambassadors for the film on FB are great but I can’t help but think they are all reaching the same circle of people. Mainstream films do well because they target a mainstream of people. Latino films might want to take that lead if we want our films to do well. A broader mainstream marketing approach is going to be key to getting mainstream numbers in the box office.

At the end of the day people need to know it’s out there if they’re going to come out. If I weren’t on Facebook I might not know about the film. I weren’t in the industry I would def not know about the film. Imagine how many non-industry Latinos are in the dark about what to watch this weekend? They’ll see Jaime Foxx’s film b/c the film is EVERYWHERE.

Also expecting Latinos to support a film because it has Latinos behind it is misguided expectations especially since there’s alot of Latinos who don’t even identify as Latinos. If we want to look at reality, within the Latino world “urban Latinos” don’t have the numbers. So while Chicago, NY, Boston and Miami may have solid numbers we’re only a small percentage of the numbers people pay attention to.