It opened in the U.S. on 6 March 1967, where it grossed $250,000. Distributed by United Artists, it debuted at the New York Film Festival with UA marketing highlighting the leads' similar appearance. The marketing quoted critics, particularly about Alma's erotic monologue. "Persona" finished its New York run after one month, which was considered disappointing. In Brazil, it was released as "Quando Duas Mulheres Pecam" ("When Two Women Sin") to emphasize its sexuality. "Persona" was released in the United Kingdom in 1967, using subtitles when many foreign-language films were still dubbed.