Instead of posturing about the need to serve Hispanic audiences, movie makers are discovering tactics for effectively marketing mainstream movies to Hispanics. Religious themes get played up, and Hispanic cast members are pushed to the front of the publicity. We don’t find stereotyping here but a real search for an efficient way to connect. It’a all about the ticket and DVD sales.

Variety.com: Marketing to Hispanics, 2006-Jul-30, by Chris Gardner

It appears to be a demographic that is easy to reach, since 80% of the U.S. Hispanic population is concentrated in the 10 largest markets. Within those cities, marketers can lean on traditional yet useful tools such as ad buys on Spanish-language networks Univision and Telemundo or newspapers.
But marketers are trying to come up with better hooks than just cutting a new trailer or changing the language…