By Variety | Created at 2024-11-18 11:27:50 | Updated at 2024-11-18 14:31:42
3 hours ago
ABS-CBN Films and GMA Pictures’ romantic drama “Hello, Love, Again” achieved a milestone opening weekend of $2.4 million across North America, setting a new record for Philippines cinema in the territory.
The sequel to 2019’s “Hello, Love, Goodbye” surpassed expectations, with its opening weekend earnings already exceeding the entire North American run of its predecessor, which earned $1.99 million. Released by Abramorama in partnership with AJMC, the film secured the widest release ever for a Filipino production, playing in 248 locations across the U.S. and Canada.
The romance, which reunites stars Kathryn Bernardo and Alden Richards, posted a strong per-screen average of $9,722. The film follows Joy (Bernardo) and Ethan (Richards) as they reconnect in Canada five years after parting ways in Hong Kong, navigating their changed lives and rekindling their relationship.
Directed by Cathy Garcia-Sampana, who also helmed the original film, “Hello, Love, Again” was written by Carmi Raymundo and Crystal S. San Miguel, based on a story they developed with Olivia Lamasan. The film was produced by Kookai Labayen, with executive producers Kriz Gazmen, Anette Valdes, and Carlo Katigbak.
The marketing strategy, developed by AJMC (Amorette Jones Media Consulting), targeted Filipino-American audiences while expanding reach to broader Asian-American, Hispanic, and general audiences. The campaign utilized social media content customized for North American viewers, and the fan base of the leads, alongside partnerships with ABS-CBN’s TFC and Cinema One platforms.
Evan Saxon, president and head of international distribution at Abramorama, said: “‘Hello, Love, Again’ has made history as the highest-grossing film from the Philippines, with an unprecedented cinema rollout across North America, positioning it to become the highest-grossing Filipino film ever released in the region. Abramorama is proud to partner with ABS-CBN on this landmark release. Led by Joe Garel, who developed a data-driven distribution strategy, we achieved impressive grosses and per-screen averages, while highlighting to our exhibition partners the power of a vibrant audience they may have underestimated. This success underscores the immense potential for expanding cinema’s audiences through multicultural and event-driven content.”
“We are thrilled to share ‘Hello, Love, Again’ with U.S. and Canadian audiences,” said Kriz Gazmen, head of ABS-CBN Films. “The film’s themes of cultural pride, love, and personal growth have resonated deeply, making this release a significant milestone for us. The collaborative marketing efforts have helped bring this story to a diverse audience, further cementing its place as a cultural moment.”
