HBO Latin America has acquired pan Latin American premium pay TV rights to Cesc Gay’s “A Gun in Each Hand,” a Spanish box office standout that Michael Weber’s The Match Factory is selling at the European Film Market at Berlin.

The value of Latin American pay TV deals has escalated as the region’s key players, often U.S.-based — think HBO, LapTV — tie down key Spanish-language movies in the face of competition from Netflix.

“Gun,” which world preemed out of competition at November’s Rome Film Festival, has also closed sales in Germany (Camino Films), Australia (Palace Films), Benelux (ABC-Cinemien), Brazil (Alphafilmes), Hungary (Cirko) and the former-Yugoslavia (Demiurg). CDI Films clinched Argentina, Uruguay, Peru and Chile.

Despite Spain’s recession, Gun” has shot to €1.8 million ($2.4 million) at the B.O. through Sunday, and counting.

Starring Eduard Fernandez, Leonardo Sbaraglia, Javier Camara, Ricardo Darin and Luis Tosar, “Gun” links five stories about men’s mid-life insecurities.

With Imposible handling marketing and Filmax handling booking and collections, “Gun” opened on 56 screens, rising on demand to 92, said Esteban.

” ‘A Gun in Each Hand’ has a great combination of arthouse elements and those that make for a good entertaining film,” said The Match Factory sales head Brigitte Suarez.

“Women recognize their husbands in the film and have a terrific time watching it. But it also plays well with men and young adults,” Esteban added.