Distribution and Marketing
While Mel Gibson financed the film through his Icon Productions, Disney signed on to distribute Apocalypto for a fee in certain markets. The publicity for the film started with a December 2005 teaser trailer that was filmed before the start of principal photography and before Rudy Youngblood was cast as Jaguar Paw. As a joke, Gibson inserted a subliminal cameo of the bearded director in a plaid shirt with a cigarette hanging from his mouth posing next to a group of dust-covered Maya. A clean-shaven Gibson also filmed a Mayan-language segment for the introduction of the 2006 Academy Awards in which he declined to host the ceremony. On September 23, 2006, Gibson pre-screened the unfinished film to two predominantly Native American audiences in the US state of Oklahoma, at the Riverwind Casino in Goldsby, owned by the Chickasaw Nation, and at Cameron University in Lawton. He also did a pre-screening in Austin, Texas, on September 24 in conjunction with one of the film's stars, Rudy Youngblood. In Los Angeles, Gibson screened Apocalypto and participated in a Q&A session for Latin Business Association and for members of the Maya community. Due to an enthusiastic response from exhibitors, Disney opened the film on more than 2,500 screens in the United States.
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—George Bernard Shaw (1856–1950)