The Latino market in the U.S. is not changing.

Peli also confirmed that although mainly being created for the Latino market, the film will not be in Spanish.

Unless you shop in a Latino market (where dessert bananas are the rarity) you'll most often buy plantains green.

"The Latino market is not a homogeneous group that feels the same way about music or movies or even the actors they like."

The movie was "extraordinarily strong in all Latino markets," he added.

For years, the conventional wisdom regarding the growing Latino market in the United States has been that it was, by definition, Spanish-speaking.

SALSA crossed over from the Latino market to the mainstream.

This has spawned a cottage industry of marketing firms, consultants and publications that specialize in the Latino market.

His experience with the Latino market has brought him several notable speaking engagements for a variety of conferences, organizations and Fortune 500 companies.

"The big outfits in my opinion are not embracing Latino markets," he said.