“Karime.” “Mario.” “May”. “Karime.” Loose screams are heard before deathly silence returns to the room. “Who leaves the house as the last inhabitant. Whoever turns off the light is…”, states the narrator’s voice on the screen. The cries of euphoria return. “The winner of this second season… is you… You, Mario Bezares!”, the narrative merges with the shouts of joy that emulate a goal from a bar at the Azteca Stadium. Blue flags are seen, the lights of cell phones recording the screens and the hundreds of people present in a theater at a Cinépolis complex begin to shout loudly: “May. Mayito. “Mayitito.”
The finale of the second season of reality The House of the Famouswhich crowned presenter Mario Bezares and made him the winner of 4 million pesos, not only conquered the homes of Mexico, with a total of 5 and a half million viewers through the Las Estrellas channel – according to data from Nielsen IBOPE México -, 332,000 more people than the first season, but it also became one of the most important screenings of the year at the movie theater box office. Conglomerates such as Cinépolis and Cinemex screened the gala in their movie theaters, where the contest between television personality Karime Pindter and Paco Stanley’s ex-patiño raised 1.97 million pesos from 30,000 spectators who gathered on the 247 screens of the different complexes that offered this service, as announced Edgar Apancofilm industry analyst, with information from ComScore.
According to the specialist, these numbers would be enough to be in the top 20 Mexican film box office in 2024, even though The House of the Famous It barely had a single function at a time and on a single day. National releases, which do not have a large distributor behind them, such as Valentina or serenity, The Echo —in its fifth week on the billboard—, and All the light we can see —in its second week—, together they achieved 9,124 attendees from Thursday, September 26 to Sunday, September 29, when the popular gala was broadcast. realityaccording to data from the National Chamber of the Film Industry (Canacine).
Other examples are productions such as The Falconwhich debuted in 370 theaters and 394 screens. From February 29 to March 3, it had 22,758 spectators and raised 1.43 million pesos. It ended its run in theaters with a box office of 2.1 million pesos. Sign Hereanother Mexican film, debuted in 370 theaters and 394 screens. From May 9 to 12, it reached 24,518 spectators and generated 1.77 million pesos in tickets. It left theaters with a collection of 3.7 million pesos after six weeks in theaters.
For the projection of The House of the Famoustickets at Cinépolis ranged between 50 and 210 pesos, depending on whether you wanted to access a traditional theater or a VIP one, respectively. While at Cinemex access to the screening cost 49 pesos. However, the experience in the different rooms was not the most optimal. Complaints were generated through social networks denouncing that in many of the rooms the broadcast of the gala did not work.
“The advertising was misleading, because they said they were going to broadcast the final, not that one of the cameras inside the house was going to broadcast. The manager told us that it would not be possible because of the rights and commercials. We decided to leave. They didn’t announce things like that. It seemed like a good idea to see the final of La Casa de los Famosos in the cinema, but the truth is that the experience was terrible,” said content creator Aldebarán Sánchez on your channel from TikTok.
Opinions against this type of functions also abounded on the social network Apanco explains that this type of special screenings are not something new in Mexico or in the world. This is done with sporting events such as NFL (National American Football League) matches, European football with the Champions League or pre-recorded or live concerts in the case of some artists.
“What makes a lot of noise to many people is that it is about The House of the Famous. A broadcast television product, which is seen as a minor product, a product that would not deserve to be in the room. But at the end of the day, what people are paying for is an experience. You are paying for the experience of going to a theater, getting energized and sharing with other people the emotion and euphoria of the moment,” complements the specialist with 15 years of monitoring and measuring the Mexican box office.
However, due to the commotion generated by the comparison that Apanco made of the box office that the reality obtained compared to the attendance and collection of Mexican cinema, this clarifies that one cannot be compared with the other. It was simply to realize and reflect on what is happening with national production and what difficulties it faces.
“According to the statistics published every year in the Imcine yearbook [Instituto Mexicano de Cinematografía]almost one in five Mexican films only reaches one screen. So, it will be impossible for these films to reach, under any circumstances, 2 million pesos. Even if they were films that reach more than 50 screens, seven out of 10 do not reach that quota. I gave that last piece of information as context so that we can see that with such a low number of theaters, it is impossible for Mexican cinema to achieve those types of figures,” adds Apanco.
Armando Casas, president of the Mexican Academy of Cinematographic Arts and Sciences (AMACC), said he was pleased that theaters have found the strategy of bringing a live event to the big screen favorable, but he clarifies that these are different products and that have no comparison.
“So my opinion is that this is not cinema. It happens in film sets. Exhibitors may have strategies for this, but there is no way for this to replace cinema. Movie theaters have a legitimate right to seek the type of strategy that is convenient for them to sell more tickets and for people to consume the moments in the theaters. This is a business and they have done it with quite good results,” says the head of the AMACC.
If we try to exemplify the success of this type of event, we can take the presentation in theaters last year of Taylor Swift: The Eras Toura cinematographic representation of the singer’s sixth concert tour that hit theaters, and remained in theaters for six weeks, in which it grossed 145.7 million pesos and reached 678,969 viewers, according to data from ComScore.
Casas considers that it is part of the experience, along with the popcorn, the hot-dogs, the ability to hang out with friends and get excited that way in a space intended for an attractive exhibition. Apanco says that public television continues to be seen as a second-quality show and it is thought that fewer and fewer people access the open signal. However, according to Apanco, people who have access to platforms of streaming In Mexico they are between 12 and 15% of the population, while 85% continue to access and watch open television.
“If we forced the comparison towards Mexican cinema, eminently television stars like Adrián Uribe or José Eduardo Derbez, curiously, they are the people who have the largest box office in Mexican cinema this year, but there is still that mocking look that sees open television like something nago This collective experience has already been replicated with BTS, Taylor Swift. If you are thinking that you have to do something against or something similar to The House of the Famousthat’s not where the talk goes. You simply have to analyze that this product overflowed, reached the theaters and could become a different experience,” adds Apanco.
The success of The House of the Famous It has been multiplatform. According to data from TelevisaUnivisión, on its digital platform Vix, the reality It recorded 411.7 million hours consumed, a 73% increase compared to the first season, which had content creator Wendy Guevara as the winner. The same report indicates that the program was a trend for 87% of its transmission, all 62 days. The grand finale of the second season alone generated 33 trending topics in the Mexican territory on the social network X.
“The House of the Famous exceeded all multiplatform audience expectations. The strong connection that the audiences showed during this season is incredible and literally all TV records in Mexico were surpassed,” said Rosa María Noguerón, one of the producers. The House of the Famous continues to make media history in Mexico.
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