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‘Instructions Not Included’ Helps Push Mexican B.O. to New Heights

Home-grown hits contribute to overall market expansion

MEXICO CITY – Buoyed by the two largest box offices success in Mexico’s history, domestic films grossed $93 million in the local market alone in 2013, up 287% from 2012 in an all-in-all solid year that saw total box office for the country up an estimated 11.4% to $920 million.

Mexico’s national film organization Canacine presented the data at a press conference on Dec. 12.

Mexican pics took an estimated 10.9% of the overall B.O. take here this year, up from 4.5% last year, as well as 12.7% of the overall number of tickets sold, or 28.65 million tickets.

The 3D toon “Despicable Me 2” led the overall pack in Mexico with $47 million, followed closely by Eugenio Derbez’s breakout comedy  “Instructions Not Included” with $46 million. Pic also garnered a tidy $44.5 million Stateside.

“Instructions,” which did not have the help of higher prices from 3D screenings, actually sold more tickets, 15.2 million, vs. “Me’s” 13.4 million.

For the first time in recent memory, another Mexican film broke in to the overall top 10 for the country’s box office in a year, “We Are the Nobles,” the debut comedy from Gary “Gaz” Alazraki, grossed $26 million. That landed at the number six spot on the top B.O. chart for Mexico.

The success has exhibs excited that more is to come.

“We are finding that a lot of people who hadn’t ever gone see a Mexican film before ended up going to see ‘We are the Nobles’ or ‘Instructions Not Included,’ ” said Miguel Mier, programming veep for Mexico’s largest exhib Cinepolis.

“That’s great news,” he added. “It tells us that there seems to be a re-discovery of Mexican cinema for a large part of the population,” citing the subsequent surprise success of Mexican romantic comedy “Pulling Strings” that seemed to draw in the newfound interest, taking a healthy $7 million in the local B.O. with five weeks in play here.

Televisa-owned distrib Videocine had a great year, taking 9% of the overall Mexican box office with their films, four of which were in the top 10 for domestic pics, and it is set for another big year in 2014 with a number of hot properties, including the Diego Luna directed biopic “Chavez” due in May and “Un Gallo con muchos Huevos,” the latest installment of the highly popular “Huevos” series from the Riva Palacios brothers.

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