5 things Hollywood learned about Latino moviegoers this summer

For kids in school, summer is typically spent catching up on reading lists and assigned homework between hours spent at the swimming pool and with friends at summer camp (not necessarily in that order). But many professionals working in the entertainment industry—whether as producers, journalists, actors, or producers—spent this summer learning about Latino moviegoers. (That’s largely thanks to an exclusive series on Hispanic film consumers published at TheWrap.)

From the growing importance of Hispanic females at the box office to the expanding movie preferences of Latino film fans, here are a few essential—takeaways about Hispanics that got Hollywood’s attention this summer.

Durant Sparkling Ice Deal Prompts Questions About The Value Of Celebrity Endorsements

 NBA star Kevin Durant’s recent deal to become spokesman for the zero-calorie drink Sparkling Ice raises, once again, the question of just how much value celebrity endorsements bring to a brand.

One thing is clear, however. Although the terms of Durant’s deal with Sparkling Ice's maker, Talking Rain, have not been disclosed, celebrity endorsements do not come cheap.