There was a surprise at the extended weekend box office over the Labor Day holiday as “Instructions Not Included” – a Spanish-language film with English subtitles - garnered some $10 million in revenue, according to Reuters. The film made history with its tremendous opening as it sent a record for a Spanish film in the United States – suggesting that there is definitely a market for such product from the movie-makers in Hollywood in the states.
The film’s star, Eugenio Derbez, 52, is widely popular on Spanish-speaking television. He plays a ‘playboy’ whose former lover dropped off their baby daughter on his doorstep and left without a trace. Thereby, the ‘playboy’ has some serious growing up to do – fast.
The film ranked number 5 on Hollywood.com’s and Fandango.com’s lists of top movies for the extended holiday weekend. According to Hollywood.com, the film only opened to 347 theaters, yet averaged $28,818 in average ticket sales per movie screen. Per movie screen, that average was four times the average net by “Lee Daniels’ The Butler” which was reportedly the number one movie throughout the nation for a third weekend in a row.
The movie, distributed by Pantelion, is rated PG-13 due to language and sexual content. The marketing strategy, which obviously worked, involved Pantelion putting ads on Spanish-speaking television networks, including Telemundo and Pantelion. Also the distributor used social media sites such as Facebook, YouTube, and Fandango to advertise.