‘Instructions Not Included’ Shows The Power Of The American Latino Audience

This week’s box office chart has a third-place film that, if you’re white and speak English, you probably didn’t even know existed. Instructions Not Included, about a playboy who find himself saddled with a baby and them embraces fatherhood, earned $8 million bringing the movie’s box office total to $20 million.

Now that’s not a ton of money for a major film to make. Riddick, which ranked No. 1 this weekend, earned almost that much in just one weekend. But it’s a huge success forInstructions which features a Latino cast and is mostly in Spanish. This isn’t some art film.Instructions stars Eugenio Derbez, who is a huge star in Mexico and with Latino American audiences, and hit theaters with a major marketing campaign that included television spots, a press tour and outdoor billboards.

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