| Film | Weekend | Per | Total | |
| 1 | Paranormal Activity 2 | $41,500,000 | $12,904 | $41,500,000 |
| 2 | Jackass 3-D | $21,600,000 (-57.1%) | $6,943 | $87,147,000 |
| 3 | Red | $15,000,000 (-31.1%) | $4,583 | $43,483,000 |
| 4 | Hereafter | $12,005,000 | $5,504 | $12,320,000 |
| 5 | The Social Network | $7,300,000 (-29.2%) | $2,499 | $72,931,000 |
| 6 | Secretariat | $6,917,000 (-25.8%) | $2,226 | $37,360,000 |
| 7 | Life as We Know It | $6,150,000 (-31.3%) | $2,037 | $37,615,000 |
| 8 | Legend of the Guardians: The Owls of Ga’Hoole | $3,175,000 (-24.9%) | $1,420 | $50,172,000 |
| 9 | The Town | $2,720,000 (-31.6%) | $1,418 | $84,653,000 |
| 10 | Easy A | $1,750,000 (-33.5%) | $1,072 | $54,785,000 |
This just in: a video of a cat sneezing.
The first Paranormal Activity was sold with word of mouth screenings and some killer jump scares. The sequel was sold on having a release date to itself, and what seems like a low wattage ad campaign – the film didn’t screen until Wednesday at midnight. But whatever Paramount did on this one, it worked. Paramount’s now saying it was a three million dollar production, which means Paranormal Activity 3 is being greenlit Monday – though the second film suggests they may have already started the process. With a title like this, it all depends on word of mouth if it’s going to do over $100. It’s definitely front loaded, but it could get a slight Halloween bump next weekend. With some good daily numbers, it could/should be over $70 next weekend, so nine digits isn’t out of the question. I thought the film was boring – but it plays with an audience. The first film did $108 so it’d be good to be in that range with the follow up, but regardless the end total this was a complete win and Paramount would be stupid not to get started on next year’s Activity.
Paramount’s on a winning streak right now, and Jackass 3-D is now the biggest grossing title of the franchise, and on its way to get over $100 Million. That’s two in a row that are low-budget, huge-openers. There is already enough unused footage to put out Jackass 3.5-D, but Jackass 2.5 was a DTV title, and that 3.5 footage is 3-D… Paramount may yet try and milk the franchise theatrically, and I’m sure there’s already talk about doing it one more time. Another problem: there’s no way this would be doing as well as it has if it weren’t for 3-D. The lesson learned here is that 3-D works when it works. Basically, audiences aren’t going to go to a post-conversion job just because it’s 3-D. Red also performed well, falling only 30%, and should be a minor triumph for Summit. Expect it to play well for a while here, and should get to over $70 all in. Bruce doesn’t get you super huge grosses these days, but this is performing.
Hereafter went wide and didn’t do great business. There’s a half and half about the movie. Is it genre, or is it prestige? Can’t it be both? The film could play, but I don’t look at these numbers with a lot of hope that it’s going to find the audience that gets it to nine digits, and as for award attention, other than it being a Clint Eastwood film I don’t think there’s a lot of movement in that ocean. There would be a performer singled out already or something for that kind of heat. So, I would expect it to be a quiet misfire, and maybe get to $40, but maybe not.
The Social Network is still playing, but I don’t know about $100, which has always been my question. Sony’s got to start beating the Oscar drum shortly. Maybe they’ll get a bump of excitement when they send their screeners out. I think they’d be smart just gaming for Fincher. I think they can win that, regardless of whether the Coens have another triumph with True Grit, though Aaron Sorkin might be in a good place too. I think both artists left their stamp on the material, though Sorkin may have some TV baggage to battle. Secretariat held well, and could be on the limp to over $50-60 Million. It’s no The Blind Side, but it’s not bad. If the year is weak, then Diane Lane has a shot at another Oscar nomination.
Everything else is wrapping up. Life is a disappointment in terms of previous Heigl films, and it could signal the end of her run. The Owl Movie is all about international, which is just kicking in. The Town can probably get to $90 before all is said and done, while Easy A was a winner after its opening weekend. Of course the Emma Stone vehicle has done $15 more than the the Heigl movie, but it’s all about budgets and perception.