The first feature produced by start-up Mexican film company Estudio Mexico, Gimme Power (Todo El Poder), has burst into Mexico's box office chart. After a successful debut on 320 screens on January 20 the film continues to dominate in cinemas falling just 11% in the last two weeks. To date, it has grossed $4.3m (pesos42m) nationwide, according to distributor Videocine. In Mexico City, the film opened at number one with a seven-day gross of $0.7m, before being ousted by the release of Sleepy Hollow in its second week.
Gimme Power is a dark comedy starring Mexican heart-throb Demian Bichir and rising newcomer Cecilia Suarez; both starred in Mexico's highest-grossing domestic film ever, Sex, Shame And Tears (Sexo, Pudor Y Lagrimas).
Gimme Power is the first film Videocine is distributing for Estudio Mexico's distribution/marketing arm NuVision, under a new deal signed mid-December. Videocine, the film arm of Mexican media powerhouse Televisa, will distribute Estudio Mexico's product while NuVision will handle marketing strategy.
NuVision allegedly spent more than $700,000 on Power's marketing campaign, a substantial amount for a Mexican film. Videocine takes over from distributor 20th Century Fox (Mexico) which was previously distributing product acquired by NuVision.