‘Coco’ Crushes Box Office as Latinos Flock to Theaters Over Thanksgiving Holiday


Pixar’s Coco opened during the Thanksgiving holiday weekend and it killed at the Box Office. Over the span of five days, Coco raked in a total of $153.4 million worldwide, beating out Justice League and Thor: Ragnarok. Those numbers are staggering, but it’s not a surprise. We knew that everyone and their mama was going out to see Coco and taking their entire family with them.

All across social media we saw picture after picture of people going out to see Coco during the holiday break, and even more so because certain screenings included Spanish subtitles, which meant that Spanish-speaking people could finally go see a film with their entire family.

The film’s narrative tells the story of a 12-year-old boy named Miguel. His passion for music puts him on a magical journey into his lost heritage and opens his world to the dead. And while this story encompasses the Latino traditions of the Day of the Dead, the box office numbers speak to much more than that. The animated beauty, combined with the Latino actors and great storytelling is why Latinos are so excited to see their story being represented on the big screen.

The reviews are of course amazing, as they should be, but what values more here above all us is our story being told for audiences around the world.

Pixar not only focused on telling a good story, they focused on making the film as culturally relevant as possible. I think that’s one of the things that makes the film feel authentic for all audiences, and particularly Hispanic audiences, although this is a story that resonates with everyone,” Disney distribution chief Dave Hollis told The Hollywood Reporter. “And the Pixar pedigree does so much for any movie. In a world where there are so many distractions, quality cuts through.”

So what does this all mean? Well, if studio heads are paying attention, and they are indeed paying attention to the money, hopefully we will see many more Latino films in theaters, because if their good, you bet we’ll be first in line.

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