Film studios usually times the release of some big films during the Labor Day weekend in the hopes of racking up ticket sales, and this year’s Labor Day box office winner is the Spanish 3D animated film, Un Gallo Con Muchos Huevos. It is a Mexican-produced animation, featuring the faceoff between a spunky rooster named Toto and a mean rancher.
Even with only 395 screens, the Mexican animation’s ticket sales totaled $4.4 million over the four-day holiday. In English, the film’s title translates into “a rooster with many eggs.” According to reports, this year’s Labor Day was a lackluster weekend. Even big releases featuring Hollywood’s top actors did not fare that well. Some of them include the Robert Redford-starrer A Walk in the Woods, The Transporter Refueled, Creep, La Jaula De Oro, Before We Go, Break Point and Dope.
Following a pattern of success
The animated film’s success seems to follow the pattern set by Pantelion Films, a U.S. film distributor, which used Labor Day weekend to release films that became hits, such as Cantinflas (2014), which told the story of a Mexican comedian, and Instructions Not Included in 2013. It was also a Spanish-language film, which is still the highest-grossing film in the Spanish language in the U.S.
The strategy works. The chief executive officer of Pantelion, Paul Presburger, explained that Labor Day weekend is a big family affair for Hispanics and most of them get together as a family to watch movies.
Also a big hit in Mexico
Un Gallo Con Muchos Huevos, which is the third film in a trilogy, is garnering success in Mexico as well. It is the first one to have a theatrical release in the United States and Pantelion focused their marketing and advertising efforts to the Hispanic communities in the country, targeting children ages six to eleven and adults between the ages of 25 and 49. They did some heavy promotions as well, with talents making appearances in supermarkets located in areas with large Hispanic populations. They also drummed up interest with ads on drive-time segments of contemporary music stations that broadcast in Spanish and Mexican languages.
The number of theaters where Un Gallo is shown will be increased to 580 and it is hoping to increase its revenue, since Hotel Transylvania 2 will not be opening until late in September.
Market research helped Pantelion in their strategic positioning, since it showed that compared to other ethnic groups, Hispanics are more likely to buy a movie ticket and thus became a niche target for new film releases.
Presburger added that the company has been developing this target market for five years now, and they are fully committed to providing this market with films that are culturally-relevant.
The movie was given a rating of PG-13 and according to Presburger it has a variety of double entendres mixed with a decisively Mexican humor.