Cinépolis Distribution Lands ‘5 More Minutes,’ a Time-Warping Thriller Starring ‘Talk to Her’ Lead Javier Cámara (EXCLUSIVE)

Cinépolis, recognized as the world’s third-largest movie exhibitor by admissions, is intensifying its support for Mexican and Latin American cinema through strategic distribution initiatives. The company, which ranks behind only AMC and China’s Wanda in screen count and box office attendance, has recently acquired the Latin American distribution rights for the Spanish genre film “5 More Minutes” (original title: “5 Minutos Más”), featuring acclaimed actor Javier Cámara.

This acquisition marks a notable departure from Cinépolis' usual practice, wherein it typically secures Mexican rights for approximately 90% of its film acquisitions. According to executives at the recent Morelia Film Festival, this time-warping thriller, written and led by Berto Romero and directed by Javier Ruiz Caldera, has been identified as a high-concept project with significant international appeal, prompting Cinépolis to broaden its scope in content selection.

Set for a January 28 release, “5 More Minutes” underscores Cinépolis’ broader ambition to foster a diverse slate of Mexican and Latin American films. The company aims to expand its annual output of Mexican titles to about a dozen, including involvement from the development stages. This strategy is part of a concerted effort to revive local film attendance, which currently captures a modest 3% to 4% market share, a decline from pre-pandemic averages near 10%.

Cinépolis’ commitment to regional cinema is further evident in its active participation at the Morelia Film Festival, where it is supporting three films. Among them is Jonas Cuarón's “Campeón Gabacho,” which is slated for a wide release across 600 screens in Mexico and Central America. Upcoming releases also include Andrés Beltrán’s Colombian thriller “El diablo sabe tu nombre,” premiering on November 26, which explores the chilling investigation of an alleged possession and exorcism. Additionally, the company will bring Rigoberto Castañeda’s horror film “Return to Me” (“Regresa”) to theaters, a narrative involving a mother confronting a cult in a remote Mexican village.

While Hollywood blockbusters continue to draw audiences back to theaters, Cinépolis acknowledges the ongoing challenges of engaging viewers with local productions. The pandemic has notably shifted consumption habits, with Mexican comedies and other domestic films increasingly viewed via streaming platforms rather than in cinemas. Despite this, overall box office figures for Cinépolis are recovering robustly, with 2023 marking the second-best year since the pandemic downturn. This rebound was buoyed by international successes such as “The Super Mario Brothers Movie,” “Barbie,” and “Oppenheimer.”

The pandemic also compelled Cinépolis to permanently close some venues and scale back its screen openings. Before COVID-19, the company added roughly 300 screens annually worldwide, but current expansion averages around 60 to 70 per year. Nevertheless, Cinépolis remains optimistic about the exhibition sector’s future, forecasting continuous growth supported by new cinema projects scheduled through 2029.

In global rankings, Cinépolis holds 6,853 screens, trailing AMC’s 9,640 and Wanda’s 8,743. However, it leads in ticket sales and attendance per screen, with 256.4 million admissions projected for 2025, surpassing AMC and Wanda. This high turnout per location cements Cinépolis’ position as a dominant force in the theatrical experience worldwide.

Beyond commercial strategy, Cinépolis is also investing in cultural initiatives to cultivate future audiences. Inspired by France’s “My Class at the Cinema” program, which annually exposes millions of young people to film, Cinépolis has partnered with Unifrance to expand the French Film Tour across several countries by 2027. This collaboration aims to enhance visual literacy and bolster international exposure for Mexican cinema, especially within European markets.

The company’s leadership recently highlighted the resilience of cinema as a communal experience, emphasizing its survival through the pandemic’s pressures and the importance of nurturing audience engagement. As Cinépolis advances its dual goals of expanding exhibition infrastructure and elevating indigenous filmmaking, its actions at festivals and in distribution point to a strategic vision that balances commercial viability with cultural enrichment.