MOVIES - Aug. 26, 1987

Coming on the lucrative heels of “La Bamba,” “Born in East L.A.” is the latest Hollywood release to ride the boom in Latino film marketing. After its first three-day weekend, the Universal Pictures comedy starring Richard (Cheech) Marin has averaged $7,510 per screening with 25 subtitled prints, compared to $5,300 per screening for the 77 dubbed and subtitled prints of “La Bamba,” being distributed by Columbia Pictures nationwide. But Los Angeles provided “Born in East L.A.” its biggest boost. The Orpheum Theater downtown grossed $35,544 for last weekend, the film’s best box-office score in either the Spanish-language or English-language market, said Santiago Pozo, Universal’s special markets manager.