MUMBAI: Director of Indian origin, Tarsem Singh‘s 3D adventure Immortals has hauled $32.2 million in 3,112 locations in North America and $38 million internationally in 35 countries.

Opening November 11, the Freida Pinto starrer took the number one spot in America and became the highest R-Rated action film this year and the third highest-grossing R-rated film debut in 2011 behind The Hangover 2 ($85.9mm) and Paranormal Activity 3 ($52.6mm), according to distributor Relativity Media statement.

Relativity went into a robust marketing and publicity campaign that began by targeting the elusive under 35 male demographic, and leveraging innovative partnerships.

Exit polls indicate that the film reached that specific group and beyond as 75 per cent of its audience was under 35 while 25 per cent was over 35 years of age.