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It's undeniable the impact Hispanics are having at the movie box office.
According to the National Associaton of Theater Owners (NATO), 44 percent of Hispanics regularly to the movies, they tend to go in large groups, and they spend 30 percent more on concessions than any other ethnicity.
Now, new research conducted for TheWrap shows that Hispanic women specifically, above the age of 25, frequent the movies more than six times a year - making Latinas the most common moviegoer.
Most of the women that visited the movie theater, watched films like “Captain America: The Winter Soldier”, “The Amazing Spider-Man 2”, and “X-Men: Days of Future Past” all of which aren’t really targeted for women let alone, Hispanics.
This raises the question, why do so many Latinas watch these films?
Apparently, it's because like superheroes, Latinas identify as two different people - Hispanics and Americans.
“...Bi-cultural identity is the basis for the cultural resonance of superheroes,” Katie Perkins an analyst for brand consultancy TruthCo told TheWrap. “The foregrounding and backgrounding of two identities ...are equally important.”