The McKinsey study published on March 7, 2024, titled “Latinos in Hollywood: Amplifying voices, expanding horizons,” gave a critical review of why improving on- and off-screen representation of Latinos, their stories, and their culture could generate billions of dollars in new revenue for the industry. The study reveals that the entertainment industry loses $12 billion to $18 billion annually by not catering to the Latino audience, which amounts to 7% to 10% of overall revenue. This discussion will focus on the path forward in addressing this untapped market.