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Continuing the trajectory it began after world premiering in Venice, where it won the Best Screenplay prize, this past week Walter Salles’ I’m Still Here was shortlisted for an International Feature Oscar. Salles’ so-called “comeback film” is also a box office phenom in Brazil.
Through Sunday, it has grossed $10.7M in the home market. It originally debuted to No.1 in Brazil the weekend of November 7 and has continued to go from strength to strength.
In its sophomore session, it jumped 28% and in week three became Brazil’s top local title of the year in addition to becoming Salles’ biggest, surpassing Central Station, and Sony’s highest grossing local production in the market.
Drops have been slight since, notably in a competitive landscape with significant Hollywood movies in the mix. In its 7th time at bat, the movie became the 7th biggest local title this century.
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Set in Rio de Janeiro 1970 and based on the memoir of the same name by Marcelo Rubens Paiva, I’m Still Here is the true story of a family whose hearts, but not spirits, were broken by the country’s military government. Fernanda Torres plays Eunice, mother to Marcelo and his four siblings; her life is changed forever when her politically active, if not especially radical, husband Rubens (Selton Mello) is taken away for questioning after a visit by military police. And is never seen again.
Torres has particularly generated a lot of buzz with the expectation she could be in line for an Oscar nomination; an Instagram photo of the actress at the Governors Awards resulted in more than 2.9M likes on the Academy’s page.
Other accolades to date include two Golden Globe nominations — for Best Non-English Language Film and Best Actress in a Motion Picture – Drama for Torres — the Audience Award in São Paulo and a spot on the National Board of Review’s Top 5 International Films list.
Campaign highlights in Brazil have included tailor-made family connection assets featuring Fernanda Montenegro and Fernanda Torres as well Salles. Memes and fun assets helped create momentum and empathy for the film with younger audiences. Torres and the cast also posted videos thanking the Brazilian audience.
A Globo TV partnership (as an Original Globoplay Production) delivered various editorial pieces in all major shows and news programs, as well an ATL Media support on regular programming.
Salles has previously told Deadline that the film has sparked an unexpected conversation in Brazil. “People are staying in the film until the very end of the credits and they’re writing in social media what the experience was in the screening room that they were at… It is becoming a kind of cultural, sociological political phenomenon,” he said. “We couldn’t anticipate that. And it made me think now that literature, cinema, music, can be incredible instruments against oblivion.”
Sony has further markets to release as awards momentum continues. Portugal goes on January 16, New York and Los Angeles begin play on January 17, New Zealand releases on February 20 and Australia on March 27.