Disney uses Hispanic marketing agency to promote ‘Apocalypto’

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

Arenas has had a long-standing 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 Hispanic audiences and fully integrates them into their marketing efforts. On some films, Hispanics represent as much as 40 percent of the moviegoing public, industry sources say.”

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