Studios aim to help Mexican pix click
'Efectos' hit No. 2 B.O. spot in its second weekend
Film is the first of a crop of Mexican films produced by shingles recently established by Hollywood studios.
"Efectos secundarios" (Side Effects), a co-production with Mexican web Televisa distrib Videocine and Mexican film fund Fidecine, opened in fourth place nationwide but moved up on good word of mouth to the No. 2 spot in its second weekend. Pic fell 11% compared with a 14% week-on-week drop in the national B.O.
By its second weekend the film, a dark comedy about a group of frustrated 30-year-olds who attend a high school reunion, had grossed $1.7 million, and Warner expects it to earn more than $4 million during its run. That's well behind Videocine's "Una pelicula de huevos," which racked up $12.8 million this spring. "Efectos" also is likely to be outgrossed by Videocine's release of Lemon Film's horror pic "Km 31," slated for October.
Juan Manuel Borbolla, general manger of Warner Bros. Pictures Mexico, says the company was "very content" with "Efectos" performance.
"This has been the biggest opening for a live action Mexican film this year," Borbollo said. "We began the press exposure for this film a year ago, which most Mexican producers don't bother to do, so we have given it a nice buildup and the film should have some legs."
Still, the theatrical release won't make it much of a financial success. Warner Mexico is estimated to have spent roughly $1 million for a Hollywood-scale publicity push for the film, which had a budget of approximately $1.5 million.
"Efectos" is the directorial debut of Mexican scribe Issa Lopez, who also penned the script. Lopez wrote "Ladies Night," the first Mexican co-production by Disney's Latin label Miravista. Film was the top local B.O. earner in 2003. "Efectos" was produced by Leonardo Zimbron, Warner's head of local production.
In 2005, Warner followed Columbia Pictures Mexico and Miravista, Disney's Latin label, in setting up Mexican shingles. The flush of cash and marketing know-how has raised hopes that the majors' shingles can pump up Mexico's struggling local film market. Attendance for local pics fell a hefty 25% in 2005.
The new shingles are aiming to produce commercial pics that can turn a profit in the local market alone -- a feat rarely accomplished by Mexican indie producers.
Mexican titles rarely get the chance to have word of mouth build before they are wiped from the screens by the majors' releases. But these pics lack the marketing muscle and negotiating leverage of the U.S. distribs in Mexico.
Take indie distrib Gussi's recent release of its co-production "Amor Extremo," about young love on the motocross circuit. It bombed. Film, helmed by Fernando Sarinana went out with no publicity on less than half the prints of "Efectos" and bowed in 12th place. Its total run could bring in much less than $1 million.
Colombia put out Mexican helmer Carlos Bolados' "Solo Dios Sabe" this past weekend, but on only 50 prints and with little publicity. Despite starring Mexican thesp Diego Luna, film isn't expected to make a dent.
Lopez will get another shot to prove B.O. powers with Columbia Pictures Mexico "Las ninas mal" (Charm School), which she scripted and is directed by Sarinana. Film is due for a mid-March 2007 release.
" 'Efectos' wasn't the most obvious first film to go with -- the comedy has an edge, so there is some challenge to the sell," says Gabriel Ripstein, head of production at Columbia Pictures Mexico. "But this is very important for Mexican films. It's a good sign that if the distributor can package and sell a domestic film correctly, the audiences will go an see it."
Miravista's "Cansado de besar sapos" (Tired of Kissing Toads) will also come out in early 2007. By the end of next year, it will be clear if the majors are serious about producing in Mexico -- and if they are making it work.
