Like the old cinema houses Esparza used to visit in his childhood, Maya Cinemas, shows both first-run Hollywood films and Spanish-language films. The concession stands also stock popular Mexican candy, in addition to the usual popcorn and chewy treats. And locations with bars, like the theater in North Las Vegas, can whip up margaritas and micheladas made with one's favorite Mexican lager for adult patrons. The growth of Maya Cinemas, which opened its first location in Salinas in 2003, comes as Mexico has entered yet another golden age of cinema. Netflix's "Roma" is just the latest film by Mexican director Alfonso Cuarón to sweep the Academy Awards, winning three Oscars, including best foreign language picture and best directing. Mexican directors like Cuarón, Alejandro G. Iñárritu and Guillermo del Toro have won best director at the Oscars five times in the last six years.ĭespite expanding amid widespread consolidation in the theater business due to increased competition from low-cost streaming options like Netflix, Esparza said his business is thriving because Latinos have consistently shown themselves to be the most loyal movie customer. Though they represent just 18 percent of the U.S. Population, Latinos bought 24 percent of all movie tickets sold in 2017 in North America, according to the most recent report by the Motion Picture Association of America. An updated report is expected this spring. Nyssa Villarreal, a 19-year-old Indio resident and student at College of the Desert, said she and her family are excited about the new theater. A regular filmgoer, Villarreal said she usually attends movies with her boyfriend when she’s not busy with school. Older members of her and her boyfriend’s families, she said, will enjoy the Spanish-language offerings.
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