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Scream Falls Apart and Loses Latino Audiences

#Scream6, starring Melissa Barrera and Jenna Ortega, had an opening weekend where Latinos (18.9% of the U.S. population) made up 38% of that film’s box office receipts.

With the new year upon us, 2024, we naturally look ahead to the various movie releases for the year. As I survey the endless films, from VOD, streaming to major theatre releases, I wonder what films will the Latino movie going audiences make a hit? What I do know is that it won’t be the horror franchise Scream, in the near future. Lets cover the recent timeline on the fall of Scream, then examine the true loss of the Latino audiences that Spyglass, Scream’s production company, has suffered.

Scream Timeline to its demise

August 2nd of 2023. Director Christopher Landon was announced as the director of the seventh film.

August/September of 2023. Production had been slowed by the 2023 SAG-AFTRA strike and 2023 Writers Guild of America strike; No deals/contracts had been made with any of the cast members of the previous Scream films at this time.

November 21 of 2023. Melissa Barrera was fired from the film for social media posts in support of Palestine during the 2023 Israel–Hamas war which were interpreted as “antisemitic” by the producers.

November 22 of 2023. It’s announced that Jenna Ortega was not returning due to scheduling conflicts and salary disputes with Spyglass Media Group.

December 23 of 2023 Christopher Landon announced on December 23, 2023, that he was no longer associated with the sequel, saying: “I guess now is as good a time as any to announce I formally exited Scream 7 weeks ago. It was a dream job that turned into a nightmare. And my heart did break for everyone involved. Everyone. But it’s time to move on.”

Latino Audiences Showed up. Latinos (18.9% of the U.S. population) made up 38% of that film’s box office receipts!

“An important moment in film history that went unnoticed this past weekend was the #Scream6 opening weekend box office. Latinos (18.9% of the U.S. population) made up 38% of that film’s box office receipts! A genre Latinos love plus beloved Latina stars equal HUGE Hollywood success” Writer/novelist Rafael Augustin tweeted in March of 2023. Two truths can take up the same space. Spyglass found lightning in a bottle. They garnered a new generation of latino movie goers for the Scream franchise, as well as casted two young stars in Berrera and Ortega to be the fresh faces of Horror. This unique presentation of said actresses along with a rabid Latino fan base, Spyglass seemed to have it all. Unfortunately they assumed said audiences aren’t socially and politically aware. So when Barrera took her stance the company swiftly fired her and labeled her as “anti-semitic.” This did not go well for them and the future of the franchise with those young stars. Add insult to injury original cast members voiced their unhappiness with Spyglasses decision. But lets talk about the Latino moving going audiences for a minute.

“The total economic output of U.S. Latinos reached $3.2 trillion in 2021, inching closer to Germany’s and staying ahead of India…” Axios article, Sept. 2023

Many films in fact from 2023 owed their success to the Latino moving going audience. Week after week, From Super Mario to Creed, the Latinos showed their eclectic taste. This also spills into other areas of Latinidad, from music & culture to politics. Depending on said issues of the day, Latinos will sway in certain directions. In regards to the Palestine affair, many Latinos despise the violence and are very mistrusting of main stream media. So their fan support of Berrera, and to a ceasefire, has been immense. Barrera continues to hold her ground, as Spyglass did feebly try to re-hire her after this blew up in their faces. Latinos love Barrera’s anti-establishment take. Berrera vs. the Hollywood Machine. Novelist/screenwriter Kamran Pasha, has been very eloquent on this issue well as the various production elements that have devolved from this, follow him.

Eva Longoria in 2023 made her directorial debut with the film, Flamin’ Hot.

Hollywood Studios & Hypocritical Habits

Finally, this reminds me also of Disney/Hulu’s misstep with the film Flamin’ Hot. Made for under $20 million, the movie became a hit with Latino audiences due to the self-promotion efforts of the director, Eva Longoria, and the cast. Their ingenious use of social marketing connected to Latinos. The Mouse studio did not support this film with a theatrical release, and was quickly relegated to Hulu. Latino movie goers are incredibly savvy and as I said before eclectic in their pop-culture tastes. Hollywood, supposed bastion of liberalism, from Spyglass to Disney, hasn’t a clue on how to authentically engage with this market. Hollywood won’t change till they let go of the power reigns. I can’t help but think of where Hollywood would be if there was no Latino movie going audience for them to ignore and take for granted. Holly-would or would they not?