Audiences return in force for 'Paranormal Activity 2'

By Sarah Sluis

Bowing the week before Halloween, Paranormal Activity 2 debuted at $40.6 million, an exceptional open that proved it was not like Blair Witch 2, which flamed out in its second incarnation. With numbers like these, it's virtually assured there will be a third installment in the series. Who knows, Paranormal could be the next Saw. The majority of the movie's traction, however, came from midnight screenings late Thursday night and Friday, which comprised almost half of the weekend's total--a sign that this movie will fall quickly. The sequel to Paranormal Activity combined a heavy marketing campaign with a reported $3 million production budget, so Paramount will see a hefty return on its investment.

Jackass 3D, which exceeded the success of Paranormal 2 in its opening weekend, fell 57% in its second weekend. That still gives the movie $21.3 million, as well as a near-guarantee that it will top the $100 million mark within the next couple weeks.

Clint Eastwood's take on the supernatural, Hereafter, mixed adrenaline-filled action scenes (tsunami!) with tear-jerking moments (a boy loses his twin!). The formula earned $12 million in its first week of wide expansion. While that number was under some of Eastwood's more successful films, 80% of the audience was over 30, indicating that that film will have some staying power, since teens, not thirty-pluses, tend to turn out opening weekend.

Conviction, which expanded to just 55 theatres, went up 196%, giving it a two-week total of $444,000. Higher up on the list of specialty releases, Waiting for "Superman" kept steady, earning three-quarters of a million dollars for the second week in a row, for a five-week total of $3.7 million.

Financial crisis documentary Inside Job went up 98% to $170,000 as it more than doubled the number of theatres in its release. The Robert De Niro and Edward Norton drama Stone pulled in $361,000, a 57% increase from the previous week.

This Friday, Saw 3D will draw in Halloween audiences, Monsters will lure indie scare-seekers, and the Swedish-language The Girl Who Kicked the Hornet's Nest will begin a limited rollout.