[Rec] 3 Genesis: From the Spanish box office to cinemas worldwide
by Sergio Ríos Pérez
02/04/2012 - The third chapter of Spain's most popular horror film saga both in Spain and abroad, [Rec] 3 Genesis [trailer], last Friday made it to the Spanish box office, much to the joy of its dedicated fans as well as the Spanish film industry, as no Spanish production so far this year has made more than €3m.
Initial results for Genesis, the first of the saga's installment's not directed by the duo Plaza-Balagueró but by Paco Plaza on his own (while the fourth installment, Apocalípsis, will be directed by Jaume Balagueró), are disappointing, with box office receipts of less than €800,000 for 335 copies (about €2,300 on average per copy), according to Rentrak Spain. It's a lot less that what was made by the two previous installments (€1,55m in November 2007 and €2.2m in October 2009 respectively).
With the surprise element of the first part of the saga lost and being a genre that is not adapted to all audiences, this drop in sales was almost predictable, but the saga's commercial visibility remains intact thanks to its international sales. Indeed, according to Laura Fernández, head of marketing at Filmax International, [Rec] 3 Genesis has been sold almost all over the world.
The first releases will be in France (Wild Side), Belgium (Kinepolis), and Indonesia next Wednesday on April 4, followed by Mexico (April 13), Poland (Kino Swiat - April 20), Japan (April 28), United Kingdom (eOne - May 11), and the United States (Magnolia Pictures, who release the film both on in VoD on August 3 and in a limited number of cinemas on September 7), as well as Greece, Germany, the Netherlands, Portugal, and Australia (release dates still to be announced).
On the margin of its discreet presence at the last Berlinale's European Film Market, Filmax International made the film's worldwide release on March 7 in the legendary Grand Rex cinemas in Paris. The film then went to the South by Southwest film festival in Austin, vital to guarantee a good visibility in the United States, where it was screened on March 9.
(Translated from Spanish)