The firing of actress Melissa Barrera from Scream 7 in November 2023, following her social media posts regarding the Israel-Hamas war, sparked a significant, long-lasting boycott movement and, as of late February 2026, protests at the film’s premiere. The controversy stems from a clash between Barrera’s public support for Palestine and production company Spyglass Media Group’s accusations of antisemitism.

With Latinos in leading roles of major Hollywood films at a rarity, and where a public firing of an actor over their opinions can derail their career for years, think GIna Carano and Disney, The Slant will not be reviewing Scream 7. We also ask the Latino movie audience to boycott this film and instead rent Melissa’s acclaimed films ABIGAIL and YOUR MONSTER.

The Latino moviegoing audience is a major, yet underutilized, driver of the U.S. box office, with purchasing power and engagement rates that far exceed their population share. Latinos are currently the most avid moviegoers per capita in the United States. 

Here are the key statistics regarding the buying power and impact of the Latino moviegoing audience:

1. Massive Economic Impact & Box Office Share

• Buying Power: U.S. Latino buying power is projected to exceed $4.1 trillion in 2025and reach close to $3 trillion by 2026.
• Ticket Sales: Despite making up roughly 19%–20% of the U.S. population, Latinos account for 24% of all movie ticket sales.
• Frequent Attendance: Latinos are 23% of frequent moviegoers (those going at least once a month).
• Missed Opportunity: Failing to properly represent Latinos is costing the entertainment industry $12–$18 billion annually in potential revenue. 
• Latino Donor Collaborative

2. High-Value Audience Behaviors

• Group Purchasing: Latino moviegoers often attend in larger groups of family and friends, providing a “multiplier effect” for ticket sales.
• Opening Weekend Strength: 45% of Latino moviegoers prefer to see movies on opening weekend, 11% higher than the general audience.
• Blockbuster Drivers: In 2024, Latino audiences accounted for over 40% of the domestic viewership for major hits like Inside Out 2 and The Super Mario Bros. Movie.
• Streaming Engagement: Latinos over-index on streaming, accounting for 24% of subscribers and 29% of daily mobile TV viewers. 
• Allied Global Marketing

3. Return on Investment (ROI)

• Performance Boost: Films featuring Latinos in above-the-line roles (producers, directors, writers, lead actors) outperform those without by 58% at the global box office.
• Representation Multiplier: Latino viewership doubles when they are represented on or off-screen. 

4. Demographic & Trends

• Youthful Demographic: More than half of the U.S. Hispanic population is aged 34 or younger.
• Cultural Affinity: While 84% of U.S. Latinos speak English fluently, they show a strong preference for content that reflects their cultural values and community-driven, family-friendly experiences