'Iron Man 3' Scores Second-Highest Ever Opening Weekend in Brazil on May 01, 2013

Iron-Man-3-Stills-iron-man-33278597-500-301.jpgIron Man 3 scored the second-highest opening weekend of all-time in Brazil, grossing $11.6 million in 1,237 screens. Box office results otherwise saw a steep drop, with half of the remaining releases on the top ten falling at least 70%. No film outside of Iron Man 3 was able to reach the $1 million mark for the weekend. Vai Que Da Certo was the strongest hold-over in its sixth week. The Brazilian film is a certified hit and has been hovering in the top spots since its release. Vai Que Da Certo has grossed $12.8 million in Brazil. Iron Man 3 directly affected the long-term projection of G.I. Joe: Retaliation in Brazil during its fifth week in release; the competing action film fell 90% last weekend after relinquishing 77% of last weekend's screens to make space for Robert Downey Jr. G.I. Joe: Retaliation is out of the top ten for the first time, the film has grossed $9.2 million in Brazil. 

Box office results for Brazil. April 26-28, 2013.


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TRAILER: 'Trance' Opens in Brazil on May 3 on April 30, 2013

French actor Vincent Cassel has been living in Brazil for several years, and took advantage of that fact to meet with press in Rio de Janeiro ahead of the release of Trance in his adopted country. The Danny Boyle film has had a strategic limited release in the North American and Overseas markets, and Brazil looks to follow suit. Trance opens in Brazil on Friday, May 3.


BRAZIL: 'Oblivion' Reigns as New Releases Struggle on April 24, 2013

None of the three new releases in Brazil were able to crack into the top three last weekend. A slew of hold-over titles maintained their momentum, with tenth place Olympus Has Fallen being the only film that dropped over 33% from last weekend. Oblivion continued in first place with $1.3 million and reaching a $4.1 million total in Brazil. Vai Que Da Certo continued hot on the heels of Tom Cruise with a $1.1 million weekend. The Brazilian film has been a great triumph domestically, grossing $11.6 million. The Croods was the only other film to reach the $1 million mark over the weekend, it has now grossed $14.7 million in Brazil.

Evil Dead opened in fourth place, a strong debut considering it only screened in 100 theaters. The $6,811 average was the highest of the weekend, over the twice the amount that Oblivion amassed in the same category. Premieres for Snitch and Safe Haven were disappointments, however, unable to even reach $500,000 on their first weekend. They recall the lackluster performance of The Call last weekend; the Halle Berry vehicle was unable to take advantage of the star's promotional visit to Brazil as the film flopped upon its release. The Call fell 55% weekend to drop out of the top ten, it has only grossed $529,392 in its two weeks in release. 

Box Office Results for Brazil. April 19-21, 2013.


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BRAZIL: 'Oblivion' Wins, 'The Call' Flops at Box Office on April 17, 2013

Halle Berry visited Brazil recently to promote the release of her new film, The Call, released this weekend to a lethargic $282,001 gross in 141 screens. The star power and personal visit failed to draw any momentum for the film, which was swiftly overshadowed by Oblivion's $1.9 million opening weekend. The Croods continued its strong run with a $1.4 million weekend, bringing its Brazilian total to $13.1 million and solidifying it as the highest grossing film currently in release. Vai Que Da Certo had another big showing in its fourth week, posting an additional $1.2 million to reach $9.9 million domestically. The Brazilian film only dropped 19% from last weekend, making it one of the best hold-overs in the country.

Weekend Box Office Results for Brazil. April 12-14, 2013.


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BRAZIL: The Tom Cruise Effect on April 12, 2013


This decade has seen a tremendous economic growth for Brazil; a dynamic domestic market, rapidly emerging middle-class, and increasingly important consumer economy have all factored in making the country a financial hub living up to its potential.

Brazil's status as a film market has also been on the rise. It is among the ten most profitable markets in the world outside of North America, bringing in approximately $800 million in 2012. It is therefore telling when one of the biggest stars in the film industry has performed inconsistently in such an important market. Tom Cruise is as close as you get to a guarantee in the global box office, but his films have had mixed success with Brazilian audiences in the current decade.
The overwhelming success of Mission: Impossible - Ghost Protocol, Cruise's highest grossing film in Brazil with $13.2 million, was followed by two woeful performances: Rock of Ages, which failed to gross even a half-million dollars, and the much maligned Jack Reacher, which could only muster $2.7 million. All the other Cruise films to have grossed under $3 million in Brazil have been the sort of movies where Cruise's star persona is challenged with nuanced roles: Collateral, Vanilla Sky, Lions for Lambs, and Eyes Wide Shut. It is understandable if those films have difficulty selling abroad, but big-budget popcorn movies are an entirely different story. Oblivion opens in Brazil with strong expectations this weekend. Moreover, it could signal the future of Cruise's drawing power in Brazil: Will Oblivion give the star a chance to brush aside his recent flops, or will it signal the end of his days as a box office guarantee? The $3 million mark looms, but it will have to gross much more than that to be considered a success.


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