Mainstream Films To Screen in Spanish

March 27, 2013--A mainstream theater circuit, Digital Cinema Destinations (known as Digiplex), will screen major-studio films in Spanish language. to the customary English, in a bid to tap the growing Hispanic demographic.
   The effort will start with Spanish language tracks for some showing of  Paramount’s G.I. Joe: Retaliation on April 1, 8 and 15; Universal’s Oblivion on April 22 and 29; Disney Iron Man 3 on May 6 and 13; Paramount’s Star Trek  Into Darkness on May 20 and 20th Century Fox’ Epic on May 27. “Digiplex will expand titles, show schedules and locations once execs gauge audience response,” says a Variety article by Anna Marie de la Fuente. “Most will feature Spanish audio tracks as well as English subtitles. Participating theaters include those in Apple Valley, San Diego and San Bernardino in southern California, plus Reading, Pa.”
   Besides the obvious of catering to Spanish-language speakers, Bud Mayo, president of Digiplex, adds in a press release, “For students of Spanish who are native English speakers, these films also present a new and engaging way to improve their skills.”
   Digiplex operates 18 cinemas and 178 screens in six states. Founded in 2010, Digiplex is based in Westfield, N.J. and is publicly-traded on the NASDAQ stock exchange (ticker symbol DCIN).
   Marketing to Moviegoers author Robert Marich is quoted in the Variety story saying the Hispanic cinema audience is sizeable, but tricky to serve because over time some of the audience migrates to a preference for English-language.
   Major studio trade group the Motion Picture Assn. of America (MPAA) found that Hispanics are above average movie goers. Hispanics are 17% of the population but account for 26% of frequent moviegoers, according to data in MPAA’s Theatrical Market Statistics report.
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