Romeo Santos' speaking part in Furious 7 lasts exactly 10 seconds. But 10 seconds can mean a lot at the box office.

"Latin audiences spend more on film, and music stars are an attraction," says Bob Berney, CEO of indie distributor Picturehouse, whose films include the upcoming Gloria Trevi biopic Gloria! and 2001's Y Tu Mamá También. "They tweet and get their fans to go."

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