Will o'seas auds get in on the 'Act'?

'Act of Valor' is tracking very strongly with males but is virtually nonexistent with female auds.Relativity Media has openly staked its future on a global mantra, backing films with broad, worldwide appeal largely financed via foreign pre-sales. So what to make of "Act of Valor," an all-American actioner starring active-duty Navy SEALs?Though such a clear heartland play might seem a departure, the studio said it's sticking to its overseas guns, courting sports nuts, action-movie fanboys and especially hardcore gamers as potential auds -- regardless of their country of origin."When we first saw this movie, we put ourselves on a diet -- it's men, it's action -- and we had to be really diligent not to get distracted in our advertising," said Terry Curtin, Relativity's theatrical marketing prexy.The $12 million pic, acquired by Relativity for $13 million, is tracking very strongly with males but is virtually nonexistent with female auds. Opening domestic B.O. is expected to fall between the mid-teens and upwards of $20 million.Though Relativity knows that Middle America will be essential to the success of "Act of Valor," its execs said the company didn't put any special marketing efforts there, beyond a word-of-mouth campaign and screening program."It was kind of a secondary or tertiary target for us," Curtin said. "We've never really advertised any differently to the heartland states than to our other audiences. Where you're seeing a lot of heartland traction is in our publicity, as we've tended to attract more military and conservative press but our goal is to sell this as an entertainment experience."And it's one that Relativity hopes will translate across borders, despite its star-spangled overtones."It obviously is a more domestic movie in the sense that there's a love of America in it," said Relativity CEO Ryan Kavanaugh. "And part of it is that -- a core of America that nobody's ever seen, and reminding people of what we are. But, that being said -- and it's even surprising to me -- a lot of our foreign partners felt this is going to be a huge foreign movie."Rachel Cadden, Relativity's exec VP of marketing in charge of foreign marketing, said the U.K. is shaping up to be the pic's No. 1 foreign market, and release dates are already set in 21 territories through a combination of preset output deals and individual sales -- with more to come.Selling the pic's authenticity to gamers is Relativity's top priority."It's like watching a first-person shooter game," Cadden said. "No matter what country it is, everyone is interested in seeing real Navy SEALs." Contact the Variety newsroom at news@variety.com