Subtitles translate to new market for movie theaters in Chicago area. Illinois

“Catering to a growing Latino market with such blockbusters as “Harry Potter and the Goblet of Fire,” this spring the Inner City Entertainment theater chain started adding Spanish subtitles at its Lawndale theater after learning that customers were traveling from Little Village to its Englewood movie house. With another chain increasingly pushing producers to offer more movies with Spanish subtitles for its theater in Carpentersville, the Chicago area is at the forefront of a burgeoning effort to lure Hispanics to the box office, industry officials say.

As they try to cash in on what is considered an attractive and growing niche market, theater owners hope to win over the Spanish-speaking audience with everything from first-run hits to specialty concessions and bilingual employees….”

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