Latinos are target of `Apocalypto’ push

“To cultivate awareness for the “Apocalypto” in the Latino community, Disney has relied on the Arenas Group, headed by Santiago Pozo. The Beverly Hills-based company is one of the oldest Latino marketing agencies in entertainment; clients have included Disney and ABC Entertainment, Universal, PBS and DreamWorks.

Arenas has had a longstanding relationship with Disney, working on 10 pictures a year, many of them family films. Disney, like all major studios, has come to recognize the moviegoing habits of Latino audiences and fully integrates them into its marketing efforts. On some films, Latinos represent as much as 40 percent of the moviegoing public, industry sources say.”

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