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Tag: Cesar Chavez (1-2 of 2)

Box office preview: Can 'Noah' build an opening of biblical proportions?

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After months of hand wringing and controversy, Darren Aronofsky’s CGI-happy Noah finally hits theaters this weekend.

Boasting an all-star cast, a patina of prestige and a wide release, there’s no doubt that the epic will open in first place. But coming on the heels of last weekend’s surprise success story God’s Not Dead, the Christian film that opened in fourth place at $9.2 million from just 780 screens, the question of the weekend is whether faith-based audiences will turn out to see just what Aronofsky has done with the story.

This weekend also provides a lot of interesting fodder to analyze, including Divergent‘s ability to hold its own after a robust, fan-driven opening weekend, whether or not The Grand Budapest Hotel‘s limited-release triumphs will translate into a mainstream hit, and how successful Pantelion’s grassroots Cesar Chavez marketing will be when it comes to getting audiences in the theaters.

Here’s how things might play out. READ FULL STORY

'Cesar Chavez' targets Latino moviegoers with new translation app

Pantelion Films is partnering with the makers of the new smart phone translation app myLingo to provide a Spanish audio track for tech-savvy Spanish-speaking moviegoers who plan to see the biopic César Chávez when it opens in theaters March 28. The movie — about Mexican-American civil rights activist and labor rights leader César Chávez — was filmed almost entirely in English with lead actors Michael Peña, America Ferrera, and Rosario Dawson. But rather than risk missing out on ticket sales among a core audience of Spanish-speaking moviegoers, Pantelion seized the chance to roll out its first-ever tech partnership in order to provide real-time film translation services with use of a smart phone and earbuds.

“We tried it internally, and it’s so interesting,” says Pantelion director of publicity Jose Rodriguez of the app, which will charge users $1.99 to download a Spanish-language audio track that will play in sync with the onscreen film. “It’s a great way for the Spanish-speaking audience to watch César Chávez. We don’t want language to be a barrier — this way, a moviegoer can take their abuelita to the movie and the entire family can enjoy it.” READ FULL STORY

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