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Behind the scenes of the release reveal an ambitious national strategy, delicate negotiations with exhibitor networks, and high commercial projections for a production surrounded by political repercussions, whose arrival in Brazilian cinemas was planned to occur only after the October elections in 2026.
Europa Filmes intends to release “Dark Horse,” a production inspired by the trajectory of former President Jair Bolsonaro (PL), in at least 650 cinemas in Brazil, within a national operation designed to reach different regions and audience profiles.
Although the distribution strategy is defined, the company has not yet announced the exact release date, scheduled for after the October elections, when the film is expected to enter the Brazilian commercial circuit without coinciding with the campaign period.
Wilson Feitosa, general director of Europa Filmes, stated that the release will not occur before November, but will remain scheduled for 2026, a decision that seeks to reduce immediate associations between the work, Bolsonaro’s candidacy, and the national political dispute.
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Almost all copies, about 99%, will be available in a dubbed version, a choice adopted to broaden the film’s reach in cities where subtitled sessions usually occupy a smaller space in the programming and attract a more restricted portion of the audience.
Dark Horse premieres after the elections
Feitosa stated that the agreement made with Go Up Entertainment, the production company responsible for the project, prevents the premiere before the end of the electoral process, a condition established to avoid the release being interpreted as an action linked to the campaign.
In an interview with journalist Malu Gaspar’s blog, from O Globo, the executive classified as a “big mistake” the possibility of anticipating the exhibition, considering that different groups could see the initiative as political interference.
Still without a set date, “Dark Horse” only has a public release window, situated from November 2026, without confirmation about the day, week, or initial duration of stay in Brazilian theaters.
This uncertainty preserves the strategy of distancing the film from the electoral calendar, but also leaves open the commercial organization of the premiere, which will depend on the availability of exhibitors and the scheduling of sessions in each location.
Europa Filmes plans national release
With planned presence in at least 650 theaters, the production is part of a broad distribution strategy, although the number represents a forecast subject to negotiations with the networks, availability of spaces, and the assembly of local schedules.
According to Feitosa, some exhibitors show caution in the face of the polarization associated with the former president, as some companies assess possible negative reactions from different groups and the commercial risks involved in including the film in their lineups.
To proceed with the release, the general director intends to speak directly with the networks and acknowledges that some of the concerns presented are legitimate, especially because the reception of the film may vary according to the political and cultural profile of each region.
Despite this scenario, Europa Filmes maintains the intention to execute an expressive national premiere, supported by a large number of theaters and an almost complete offer of dubbed copies to expand the circulation of the title.
Audience projections for Dark Horse
Three scenarios guide the distributor’s commercial projections, starting with a conservative estimate of approximately 800,000 viewers, used as a lower reference to evaluate the demand and initial performance of the production in the national circuit.
In the scenario considered most realistic by Feitosa, “Dark Horse” could reach between 1.5 million and 2 million people, while the most optimistic projection admits the possibility of surpassing the mark of 2 million tickets sold.
These numbers represent estimates, not a guarantee of box office success, as the result will depend on the networks’ adherence, the effective number of sessions, the time in theaters, the promotion, and the public’s interest after the elections.
Commenting on the projections, Feitosa cited “The Secret Agent” as an example of a Brazilian production that surpassed this audience level, benefited, according to him, by international repercussion, awards received, and four Oscar nominations.
Director rejects classification as political propaganda
Although it portrays one of the most well-known figures in recent Brazilian politics, “Dark Horse” should not be presented as Bolsonaro propaganda, according to the director of Europa Filmes, who advocates for an approach focused on the human and emotional dimension of the narrative.
In Feitosa’s assessment, the political repercussion mainly stems from the fact that the central character is a former president, while issues related to the script, production, or content should be directed to those responsible for the creation of the film.
When asked about his own positions, the executive replied “I am not a Bolsonarist”, recalled that he also participated in the launch of a production about Luiz Inácio Lula da Silva, and stated that he does not maintain party affiliation with any organized political group.
With the premiere scheduled for after the voting, a wide presence in theaters, and million-viewer projections, will the response from exhibitors and viewers show if “Dark Horse” can overcome the polarization that accompanies the film before its release?
