B Code & H Code Release New Report that Breaks Down Multicultural Preferences for Entertainment Content and Platforms

The “Theatrical Entertainment Report” offers insight into Hispanic and Black American communities' preferred theatrical watching habits as advertisers, studios, and multimedia companies look to reassess in-theater and at-home media consumption

SANTA MONICA, Calif.--(BUSINESS WIRE)--H Code and B Code, partnered digital media companies focused on helping brands and advertisers connect with multicultural audiences at scale across the digital landscape, today released their Theatrical Entertainment Report, which examines preferred theatrical watching habits for Hispanic and Black American communities.

H Code and B Code aim to help advertisers better understand Hispanic and Black American audiences as a new wave of social advocacy is reverberating throughout all levels of society. Increased concerns of underrepresentation and lack of diversity in media from the past year helped fuel the demand for multicultural voices to be heard and amplified. Since then, advertisers have been reassessing how their efforts resonate with and support multicultural communities. As the pandemic accelerated the trend of at-home viewing experiences for new releases, H Code and B Code developed a report to be used as a resource to provide insights on how advertisers should plan their marketing strategies focused on theatrical content for multicultural audiences.

“Summer 2021 is critical for entertainment-focused advertisers to reassess messaging points,” said Parker Morse, CEO and Founder of H Code. “We’re at a point in time where direct to streaming content is flooding consumers with an overabundance of viewing options from the convenience of their home, which is why it’s imperative to measure how multicultural audiences will adapt to our changing media landscape and respond to various forms of creative messaging.”

Damian Benders, General Manager of B Code, said, “Looking at data from both Hispanic and Black Americans there’s a significant mix between genre preferences, movie watching habits, theatre vs. home inclinations, and anticipation for upcoming titles. After analyzing the differences and recent changes in viewing behavior, it’s clear that tailored messaging is required to effectively speak to the unique viewpoints that both Hispanic and Black demographics show to be meaningful.”

The Theatrical Entertainment Report was produced by H Code and B Code and with data collected from the Intelligence Center from May 6 to 13, 2021. The study surveyed 1010 Black American and Hispanic respondents and is representative of all main geographical areas of the United States.

With advertising strategies to multicultural audiences in mind, top insights from the report include the following:

Genres & Preferences

Looking at top three favorite movie genres, Hispanics rated Western as their most favorite at 40% followed by Romantic Comedy at 31% and Action at 28%. Results also show that 47% of Black Americans enjoy Horror as their most favorite, with Adventure at 45% and Musicals at 44%. Additionally, Hispanics over-index on foreign and independent film preferences, something that is less apparent among Black audiences who tend to stay true to their favorite genres. This indicates that Black audiences are stronger followers of mainstream entertainment content while Hispanic audiences are more likely to seek out content that aligns closer to their culture, which may not be as represented in the more popular features being released.

Movie Watching Habits

Just under half of total surveyed respondents across both demographics say they are willing to go to a movie theater today, meaning most of the population still have reservations and are more likely to prefer streaming movies from home. Nevertheless, the audience determines that factors such as the associated costs of going to the movies, the fact that there are minimal distractions, and the ability to watch pre-flight trailers are reasons to watch at theaters rather than at home.

Theater vs. Home

On average, a person will spend around $20 each when going to the movies on a selection of items, such as ticket stubs, hot dogs, popcorn, drinks, and more. 45% of Hispanics and 33% of Black Americans go to the movies with 2 other people, translating to $60 per party. On the contrary, when staying at home, individuals are more likely to prefer renting a movie at a lower price point, and are not willing to spend more than $15 per film. This data suggests that Hispanic and Black Americans are likely to spend more money out at the movies and are more price-conscious while at home.

Even though these two audiences feel most comfortable watching new releases at home at the moment; as theaters reopen, government restrictions ease, and vaccination levels rise, there is a realization that the Hispanic and Black American segments miss the theater-going experience.

To download the H Code + B Code Theatrical Entertainment Report, please visit: https://www.bcodemedia.com/theatrical-entertainment.

About H Code

Founded in 2015, H Code has solidified its place as the largest Hispanic digital media company in the United States. Committed to reaching Hispanic audiences at scale, H Code strives to leverage its learnings, brand equity, and expertise to shape the future of media by unlocking diverse audiences through data and authentic creative and content. Today, H Code’s employee base is 84% multicultural, 65% Hispanic/Latinx, and 49% female across its offices in the U.S. and Latin America.

Named one of the fastest-growing private companies in the nation by multiple outlets, H Code strategically brings together targetable data, exclusive inventory, authentic creative and custom content, and more to influence powerful Hispanic consumers every day through digital and integrated campaigns. Backed by its proprietary intelligence platform that derives insights from a robust influencer network and the largest Hispanic digital panel, H Code delivers the most impactful, data-driven strategies to effectively reach and influence multicultural audiences online with unmatched authenticity.

About B Code

B Code is a data-backed digital media entity focused on understanding Black audiences in order to authentically reach, inform and connect with them in the digital spaces they embrace most. At B Code, our mission is to empower brands with the right tools and resources to deliver meaningful and culturally-nuanced messaging for Black audiences, backed by proprietary data intelligence. Our marketing expertise, innovation, and resources make B Code one of few digital media agencies that can provide it all: Media, Creative, and Data Sourcing. Through the B Code publisher network, we aim to provide digital publishers with growth opportunities and access to increased ad revenue in order to dismantle investment disparities. Our overall insights-driven approach provides a constant pulse on ever-changing Black American sentiments, preferences, and habits.