Diego Luna, Michael Peña, America Ferrera and Rosario Dawson have been going hard the past couple of weeks promoting Cesar Chavez with hopes of a big opening weekend. Unfortunately, the receipts came in lower than expected but still had a modest showing, coming in at #12 for the weekend. The film only showed at 664 theaters (compared to Noah’s 3,562 theaters) and raked in $3 million. The film cost about $10 million to make.
The film mostly targeted Latinos, since in the past year the demographic has shown some significant spending power, with hopes of crossing over to mainstream audiences. The mixed reviews of the film isn’t helping though. The film has a Metacritic score of 52 and a Rotten Tomatoes score of 40%.
The last film with a mostly Latino cast, Paranormal Activity: The Marked Ones, was actually a success at the box office. Despite a number of bad reviews, the film went on to gross $86 million worldwide and it cost only $5 million to produce. The Paranormal Activity franchise name obviously helped that.