“A lot of people will say this film came out of nowhere, but we spent a lot of time and energy marketing the film to our core audience.”
-Paul Presburger, Pantelion CEO
“Instructions Not Included” recently surpised the box office and became the #1 movie in America and highest grossing Spanish language film in the U.S. to date. Pantelion the Lions Gate-backed distributor targeting Latino audiences, marketed the film. The approach in releasing the film was a brilliant move on Lions Gate’s part to woo Latino audiences in a way that attracts families and women to the box office — not unlike their approach to marketing African American fims vis-a-vis Tyler Perry.
Films geared to audiences of color with an interest in family — with the right balance of humor, culture, and compelling themes — can be a recipe for success!