Want to know

the Spanish word for dinosaur?

Then head out

to Movies 10 at Banks Station this week, as "Jurassic Park III"

is the latest movie to be shown with Spanish subtitles, part of a nationwide

program geared at attracting a growing Spanish-speaking population.

The experiment

has been going on locally for about a month, with such features as "Shrek,"

"The Fast and the Furious," and "Scary Movie 2" getting

the subtitle treatment. A spokesman at the Fayetteville theater, which

shows second-run films for $1, said that the Spanish films have not done

much business yet, but he added that the program has not really been advertised

in this area either.

According to

Terrell Falk, vice president of marketing and communications for Cinemark

Theaters, the program is being tried in selected discount theaters across

the country. Cinemark owns theaters in 33 states, including Movies 10

and Tinseltown at Fayette Pavilion.

So far, the

program is doing particularly well in the San Antonio area, but not so

well in other places. It's hard to get the word out, Falk said, especially

when the areas showing the films are also served by Spanish-language publications

that would be read by the target audience. Also, September and October

are not the strongest months of the year for movie attendance in general,

she added.

The chain plans

to continue trying to get the word out and compare attendance to last

year at this time, Falk said.