Salles so-called comeback film is also a box office phenom in Brazil.
Through Sunday, it has grossed $10.7M in the home market.
In its 7th time at bat, the movie became the 7th biggest local title this century.
‘I’m Still Here’Sony Pictures Classics/Everett Collection
And is never seen again.
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.
Salles has previouslytoldDeadline that the film has sparked an unexpected conversation in Brazil.
It is becoming a kind of cultural, sociological political phenomenon, he said.
We couldnt 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.
