Twentieth Century Fox Mexico bows Mel Gibson's Mayan epic "Apocalypto" today in Mexico. Fox is releasing the film on 300 prints -- midsized for the market -- and expects to nab the No. 1 spot and 15 million pesos ($1.4 million) in the opening weekend.
Fox estimated the pic would earn less than $4 million during its run, but exhibs were more optimistic, expecting it to earn more than $6 million.
Film managed to nab a B-15 rating, which requires kids younger than 15 be accompanied by an adult, after distribs feared landing a C rating (similar to R) due to the pic's graphic violence.
Mexico is the first Latin American market to see the film and should provide a litmus test for other markets with populations of indigenous peoples and pre-Colombian cultures. Fox has rights for the entire region.
Francisco Lopez, Fox Latam's regional marketing manager, said the distrib is marketing the film more as an action film in some markets -- including Mexico -- and would play up the cultural aspect in campaigns in the more European-centered markets such as Argentina and Chile, which have tiny indigenous populations.
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