Opening at just 347 theaters, Instructions Not Included [a.k.a., "No se Aceptan Devoluciones"] took fifth place with an incredible $7.5 million this weekend. That's significantly higher than other Spanish-language movies from Lionsgate's Pantelion division—Girl in Progress and No Eres Tu, Soy Yo earned just $2.6 million and $1.34 million, respectively, in their entire runs. Instructions star Eugenio Derbez also appeared in those movies, which makes Instructions's huge debut even more remarkable by comparison.
Not only do Hispanics represent a growing percentage of the U.S. population, but they also account for a disproportionately high amount of movie theater ticket sales. According to the Motion Picture Association of America's 2012 theatrical market report, Hispanics made up 17 percent of the population, but 26 percent of frequent moviegoers. In spite of this, there are very few movies made each year that are specifically targeted towards Hispanics.
... Instructions Not Included's focus on family seems to have clicked with the audience. The movie received a rare "A+" CinemaScore, which suggests that it could play well in the long-term. With great word-of-mouth and an incredible per-theater average, it wouldn't be surprising at all if Lionsgate attempts to expand this in to nationwide release next weekend.