A theory that might help you understand...

... why the movie spent so much time building up on the characters and then they kill them off one by one (the biggest complain people have had so far).

The writer and director is Nicolás López. One of his most popular films is QUE PENA TU VIDA (and its 2 sequels), which is like 500 DAYS OF SUMMER but with a lot of social network references. The beginning of this movie has very similar situations to that movie.

When the earthquake finally happens, the humour becomes twisted like in HOSTEL. That's because Eli Roth co-wrote the script.

I think they each wrote scripts separately and then pasted them together. Or maybe they had a different vision of how the film should be but worked together anyway because they're friends (that's why Roth has a cameo in QUE PENA TU FAMILIA).

Thoughts?