Sony Pictures Classics has confirmed it has taken North American rights to Carlos Cuaron's Mexican blockbuster Rudo Y Cursi, which gets its North American premiere at Sundance on January 16.

Gael Garcia Bernal and Diego Luna reunite for the first time since Y Tu Mama Tambien opened in 2001 and are riding high as the film consolidates its status as a top five Mexican release in Mexico, where it has just overtaken Y Tu Mama Tambien's 103m pesos mark and stands at more than $7.7m.

The film scored the biggest launch of all time for a Mexican release in Argentina last weekend when it opened on more than $125,000 from 45 sites nationwide.

Rudo Y Cursi is the first production to emerge from the cha cha cha production label set up by Alfonso Cuaron, Guillermo Del Toro and Alejandro Gonzalez Inarritu in association with Universal Pictures International and Focus Features International, who pre-sold overseas rights.

Garcia and Luna play brothers and labourers in rural Mexico whose plan to build their mother's dream house is torn apart when they become successful footballers and develop an intense rivalry.

Carlos and Alfonso Cuaron wrote the screenplay and Alfonso Cuaron produced with Inarritu and del Toro.

Rena Ronson of William Morris Independent brokered the deal on behalf of the film-makers with Sony Pictures Classics.