New Delhi:
The action-adventure flick Immortals claimed the top spot at the weekend box office with $32.2 million, debuting ahead of Adam Sandler's comedy, Jack and Jill, which opened at No. 2 with $25 million.
Opening Nov 11, the film impressively took the number one spot in the US 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 per cent of its audience was under 35 (with 60 per cent of that audience consisting of males and 40 per cent comprising of females) and 25 per cent was 35 and over.
Strong responses in both rating and recommendation scores from the younger demographic (males and females under 25) was received . The film was played in 3D in 70 per cent locations, with earnings at 3D screens comprising 66 per cent of the gross, with 34 per cent on 2D.
Relativity owns worldwide rights to Immortals with Lionsgate handling foreign sales. (With AP and IANS)
Opening Nov 11, the film impressively took the number one spot in the US 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 per cent of its audience was under 35 (with 60 per cent of that audience consisting of males and 40 per cent comprising of females) and 25 per cent was 35 and over.
Strong responses in both rating and recommendation scores from the younger demographic (males and females under 25) was received . The film was played in 3D in 70 per cent locations, with earnings at 3D screens comprising 66 per cent of the gross, with 34 per cent on 2D.
Relativity owns worldwide rights to Immortals with Lionsgate handling foreign sales. (With AP and IANS)
