A torrent of North American acquisitions executives poured into the sales and distribution company's Riviera offices to watch 10 minutes from Charles' highly anticipated Borat follow-up.
Within one hour of screening footage, IM Global president Stuart Ford had sold rights to Italy, Latin America, Russia, Scandinavia, South Africa, and the Philippines. At time of writing deals were close in the UK, France, Germany and Japan.
Ford did not disclose details of territory buyers because of the potentially inflammatory nature of the film, in which provocative US satirist Bill Maher explores the nature of faith and global religion.
Ford and domestic rights holders CAA were locked in back-to-back meetings throughout Friday night and most of yesterday. TWC, Picturehouse, Sony Pictures Classics and Paramount Vantage were among interested parties.