“Bad Boys: Ride or Die” success highlights the importance of Latino audiences

The importance of the Latin audience in cinema is undeniable. For decades, Latinos have faced underrepresentation, stereotyping, and limited opportunities in Hollywood. However, things have started to change, thanks to the efforts of pioneering Latino actors, directors, and producers who broke through systemic barriers. One clear example of the growing influence of Latino audiences is the success of the “Bad Boys” franchise, particularly with the launch of “Bad Boys: Ride or Die.”

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The Success Of “Bad Boys” in Black and Latino Audiences

“Bad Boys: Ride or Die” had a remarkable domestic launch, grossing $56 million during its opening weekend. This success highlighted the power of Black and Latino filmgoers, who have often been overlooked by Hollywood. People of color now make up the majority of opening weekend ticket sales for top-performing movies, and “Bad Boys: Ride or Die” was no exception.

Industry analysts noted that 44% of the audience for “Bad Boys: Ride or Die” was Black, while 26% was Hispanic and Latino. This diverse audience helped the film achieve a larger opening weekend than other action films like “The Fall Guy” and “Furiosa: A Mad Max Saga.” The film’s success demonstrates that culturally specific stories resonate strongly with these audiences while still delivering the genre elements that fans love.

Will Smith, one of the film’s stars, has made a point of directly engaging with Black and Latino audiences. His surprise visit to a movie theater in a predominantly Black and Latino area of Los Angeles showcased the excitement and support from these communities. Audience members cheered and laughed during the movie, and their enthusiasm peaked when they saw Smith in person after the screening.

Almost a quarter of moviegoers are Latinos. So why is there still a lack of Latino representation in the film industry?

Latinos make up 19% of the US population but represent 24% of box office ticket sales and streaming subscribers, according to an article from McKinsey & Company, called Latinos in Hollywood: Amplifying Voices, Expanding Horizons. On average, they watch movies 3.3 times a year, compared to 2.9 times for Asian Americans and 2.3 times for Whites. When Latinos are involved in film production, these numbers often double; Latino-led productions have been shown to outperform others by more than 58%.

However, despite their significant contribution to the box office, Latinos are still underrepresented in Hollywood. They hold less than 5% of high-ranking on-screen, off-screen, and executive roles in media. Latinos account for only 4% of on-screen roles in theatrically released films, while Whites dominate with 68%. The situation is similar for directors, writers, and showrunners, with Latinos making up only a small fraction of these roles.

This lack of representation means fewer opportunities for Latinos to break into the industry. Latinos who do find success can leverage their positions to hire other Latinos, but the overall impact is still limited by the dominance of White filmmakers, actors, and executives. Latino directors also receive less funding for marketing and production, and Latino showrunners have significantly lower budgets compared to their White counterparts.

Yet, despite everything that was previously mentioned, Latinos continue to show up and support films, making them a crucial demographic for Hollywood to recognize and engage with, and the entertainment industry loses billions of dollars each year by not fully catering to them. The success of “Bad Boys: Ride or Die” is a testament to the importance and influence of the Latino public in cinema, proving that inclusive and diverse stories are not just a risk but a smart business move.