The Promotion and Distribution of U.S. Latino Films

This book documents the barriers to success encountered by U.S. Latino films over the past three decades, as their proponents sought to secure distribution deals and prove the films’ worth as commodities. Over time, more studio and studio specialty divisions have acquired and circulated them; but many film distributors still do not understand the nuances of the U.S. Latino market and how to promote these films. The book includes interviews with marketers, publicists, and producers, and secondary research material from trade publications, newspaper articles, and websites, centering on marketing strategies, release dates, and box office figures. One of the first academic works to analyze the concurrent social and industrial factors within the U.S. Latino community and the larger Hollywood marketplace, this book examines and illuminates the history of U.S. Latino films.

Henry Puente is Assistant Professor of Communications at California State University, Fullerton. He has extensive entertainment industry experience and is a former film distribution executive.