Image courtesy of Disney

Pixar's newest movie, 'Coco', is set to premier across Mexico on October 27, just in time for Dia de los Muertos, before premiering worldwide on November 22. The film had a world premiere in Morelia, Mexico at the Morelia International Film Festival on October 20, where it was well received with tears and applause. 

On why Disney decided to make the unprecedented move to give Mexico a culturally significant early release, Dave Hollis, president of theatrical distribution at The Walt Disney Studios, said, “It’s quite unusual but the movie is so much a love letter to the country of Mexico. It’s a celebration of the family, of Mexico’s culture, of its music. It just felt like the right thing to do.”

Focusing on Mexico is a smart business move as well. Mexico is expected to receive the film well, with a large youth population that favors animated films and Mexico being a top-10 animation market for Disney. 

The film follows Miguel, a young aspiring musician, who defies his family's wishes of becoming a shoe-maker. He finds himself in the Land of the Dead and needs to find a way back. The film stars an all-Latino cast, including the voice talents of Gael García Bernal, Benjamin Bratt, and Edward James Olmos. 

Read more at Variety.