The 'Seduction' of Latinx Audiences: Where Is the Long-Term Commitment?

Recent cancellations in film and TV spotlight the entertainment industry's inclusion gaps

In 2020, 270 showrunners, creators and screenwriters signed an open letter to Hollywood asking to increase Latinx representation in television. Since then, many major entertainment companies implemented diversity and inclusion initiatives, making public commitments to systemic changes and increased representation in front of the camera as well as behind the scenes. We started to see high-profile Latinx-led projects rolled out, such as In the Heights.

It looked promising at first.

But this past summer, a round of announcements left people questioning Hollywood’s long-term commitment to Latinx audiences and representation: the cancellation of HBO Max’s Gordita Chronicles, the casting of James Franco as Cuban dictator Fidel Castro in an upcoming feature and the announcement that Batgirl, what would have been the first Afro-Latinx led superhero film, was not going to be released despite being in post-production.

Then there are the efforts to “demonstrate” diversity. Puerto Rican reggaeton superstar Bad Bunny, a.k.a. Benito Antonio Martínez Ocasio, recently made his English film debut alongside Brad Pitt in Bullet Train. Although the film saw a brief appearance from the superstar, Bad Bunny was front and center in the promotional campaign and heavily featured in the trailer, promos and interviews with the cast in both English- and Spanish-language media.

Is it all just to get hands in wallets and draw the Hispanic and Latinx audience to the box office and the world of streaming subscriptions?

The entertainment inclusion gaps are still showing, only this time in the long-term strategy to connect with and support the Latinx community. What do entertainment companies need to build a long-lasting cultural impact through their Latinx community efforts?

It starts in the C-suite

Last year, a federal study found that Latinx comprise only 4% of senior media executives. Even though Latinx is the fastest growing demographic in the U.S., the community is still underrepresented across the entertainment industry executive suite.

There is a need for decision-makers who understand the community, can identify with the pitches they receive and have the authority to green-light projects. Otherwise, the risk is that those in positions of power don’t understand the narratives, therefore limiting the opportunities to get Latinx stories made.

However, that is not the only reason more diverse executives are needed at the top. It’s more than having Latinx actors on screen or having Spanish-language content included in programming—Latinx audiences enjoy watching mainstream English-language programming, too. It’s about making sure there are diverse decision-makers that understand this demographic authentically and can identify what resonates with them.

Distribute equal marketing dollars

Recently, the producers of HBO Max’s The Garcias learned the show would not have an Emmys For Your Consideration (FYC) campaign, so they took $30,000 and launched their own Emmys guerrilla marketing.

An FYC campaign is a targeted promotional campaign that is meant to gain consideration in the industry and get the attention of Television Academy voters. A lack of any FYC campaign means a missed opportunity to bring attention to a series during a critical period where Emmy voters are hit with glitzy ads for shows deemed priorities for networks and streamers. On the flip side, while a show with a strong FYC campaign won’t guarantee them nominations, it aids in visibility and awareness, which can help bring attention and viewers to a show.

It’s important to understand how processes like green-lighting, casting, staffing, marketing and distribution can create exclusion. When it comes to marketing, giving equal marketing dollars to diverse shows is crucial, especially in today’s competitive landscape.

Reflect on internal culture

As the nation increasingly becomes more multiracial and consumers look for more inclusive content, having people with different backgrounds and perspectives is important for studios, networks, production companies and streamers to create and tell authentic stories. There’s a need to have people internally who can see the potential success in Latinx stories and champion them.

Create a system of change where efforts are made to be more inclusive in practices and processes across recruiting, hiring, training and promotion opportunities for people of color.

Prioritize representation from beginning to end

People of color will become the majority within a couple of decades, according to the latest census. To reflect these audiences in programming, increase representation from the start throughout roles within film and television production, such as directors, casting directors, writers, producers, showrunners and crew.

While we have seen some progress for some minority groups in some areas, others are still lagging behind. The bottom line is, if media companies want Latinx consumers to tune in, they must create the content that the consumers are looking for. It is not a one-size-fits-all approach. To get it right, representation is needed at all levels.

Pipeline programs for talent development

Build or support programs to help writers, actors, directors, producers and aspiring creatives to gain meaningful exposure and experience, while also giving entertainment companies the opportunities to identify up-and-coming talent. Programs like the National Association of Latino Independent Producers’ Emerging Content Creators Inclusion Initiative, and their Writers’ Intensive that partners with studios, provide opportunities for talent from historically underrepresented communities.

There is the Alliance of LatinX Executives, a new group of over 100 senior Latinx executives, looking to help create more diverse recruitment in the TV industry. Their long-term goal is to ensure Latinx talent populates the industry pipeline, creating opportunities for the network to connect and be advocates for each other when opportunities arise.

We as an industry can do better to understand, increase representation and create powerful storytelling for diverse audiences. Too often, the stories being told about us can take the one-size-fits-all approach. That is why having representation matters.

As documented in the open letter to Hollywood: “No stories about us without us.” If there is going to be a Latinx story, let Latinx creators be the storytellers. Let them create authentic stories that will build long-term cultural impact and drive growth and meaningful engagement with this growing demographic.

This article is part of a special Voice series, Let’s Get Loud, where industry professionals share their experience, expertise and advice on what brands need to know to form long-lasting relationships with the Latinx consumer.