25/08/2010

Released in France and Belgium on August 11, in the middle of the summer lull, Ben Stassen’s Sammy’s Adventures: The Secret Passage [+see also:
trailer
film profile] is enjoying immense box office success, once again confirming the audience-pulling power of 3D.

The Belgian director’s environmentally-minded, 3D sea turtle thus claimed third position in France’s box office rankings for the week August 11-17, behind The Sorcerer’s Apprentice and Inception (which continues its sensational run). Having drawn 453,000 viewers, Sammy thus outstripped its US 3D rival, the highly-acclaimed Toy Story 3, which was in its fifth week on release.

In its second week, the film quietly confirmed its audience appeal, attracting 230,000 more viewers, with a 49% drop in admissions, which is certainly significant, but these are still decent results compared with rival titles. All in all, this is an impressive performance for a European animated film, which faced fierce competition from US franchises (Toy Story 3 and Shrek Forever After).

Sammy’s Adventures: The Secret Passage is also enjoying domestic success, for it has attracted over 75,000 viewers after two weeks on release in Belgium, which is an impressive score for a local production. The film has certainly been boosted by a rather aggressive poster campaign, and the increase at the start of the summer in the number of 3D-equipped screens, particularly in UGC theatres. Indeed, the title has already emerged as the biggest Belgian Francophone hit of 2010.

Produced with backing from Universal Music, Sammy’s Adventures: The Secret Passage will have its North American avant-premiere at the 35th Toronto International Film Festival, to be held from September 9-19. While the title is set to be launched on most European screens before the end of the year, its US release date has yet to be announced.

(Translated from French)