Bridging the language barrier at movies

MICHAEL PEÑA as CESAR CHAVEZ in CESAR CHAVEZ.

Movie studios depend more and more on Latino consumersResearch shows Hispanic customers attend movies more often than many other groups and spend more on concessions. But around 23 million Hispanics don't go to movies because they don't speak English.

A new app called myLINGO allows movie-goers to listen to the Spanish-language soundtrack in sync with the movie.

"By having the app available for the Spanish-language, box office revenue can increase by $1.14 billion, which is ten percent of the domestic annual box office sales today," says myLINGO co-founder Olenka Polak. The company is giving away the Spanish-language download for the Cesar Chavez movie for free. After that, the app will cost $2 per download.

 

About the author

Jeff Tyler is a reporter for Marketplace’s Los Angeles bureau, where he reports on issues related to immigration and Latin America.

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