Washington : The visually-stunning epic 3D adventure “Immortals” directed by Tarsem Singh, the Hollywood director who went to boarding school at Shimla, has opened to a record estimated haul of $32.2 million in 3,112 locations in North America and $38 million internationally in 35 countries.
Opening Nov 11, the film impressively took the number one spot in America and became the highest R-Rated action film this year and the third highest-grossing R-rated film debut in 2011 behind “The Hangover 2” ($85.9mm) and “Paranormal Activity 3” ($52.6mm), according to Kyle Davies, Relativity Media’s President of Worldwide Distribution.
Made by the producers of “300” Mark Canton, Gianni Nunnari and Relativity’s Ryan Kavanaugh, “Immortals” is completely original and not based on a comic book, novel or a previous film.
Relativity mounted a robust marketing and publicity campaign toward a broad audience, beginning by targeting the elusive under 35 male demographic, and leveraging innovative partnerships, Davies said.
Exit polls indicate that Immortals reached that specific group and beyond, as 75 percent of its audience was under 35 (with 60 percent of that audience consisting of males and 40 percent comprising of females) and 25 percent was 35 and over.
Exit polls also indicated very strong response in both rating and recommendation scores from the younger demographic (males and females under 25). 70 percent of locations played the film in 3D. 66 percent of the gross was on 3D screens with 34 percent on 2D.
Relativity owns worldwide rights to “Immortals” with Lionsgate handling foreign sales.