Indian director Tarsem Singh's visually-stunning epic 3D adventure Immortals has opened to a record estimated haul of $32.2 million in 3,112 locations in North America and $38 million internationally in 35 countries.
Opening November 11, the film impressively took the number one spot in America and became the highest R-Rated action film this year and the third highest-grossing R-rated film debut in 2011 behind The Hangover 2 ($85.9mm) and Paranormal Activity 3 ($52.6mm), according to Kyle Davies, Relativity Media's President of Worldwide Distribution.
Made by the producers of 300 Mark Canton, Gianni Nunnari and Relativity's Ryan Kavanaugh, Immortals is completely original and not based on a comic book, novel or a previous film.
Relativity mounted a robust marketing and publicity campaign toward a broad audience, beginning by targeting the elusive under 35 male demographic, and leveraging innovative partnerships, Davies said.
Exit polls indicate that Immortals reached that specific group and beyond, as 75% of its audience was under 35 (with 60% of that audience consisting of males and 40% comprising of females) and 25% was 35 and over.
Exit polls also indicated very strong response in both rating and recommendation scores from the younger demographic (males and females under 25). 70% of locations played the film in 3D. 66% of the gross was on 3D screens with 34% on 2D.
Relativity owns worldwide rights to Immortals with Lionsgate handling foreign sales.