'The Purge' doubles the opening of 'The Internship'

Thanks to savvy marketing that pulled in both horror fans and those who perfer lighter thrillers, The Purge landed on top with $36 million this weekend. Horror fans liked the idea of seeing a family fend off a violent attack in their home, while others were drawn in by the fact that a futuristic government has made this kind of behavior legal--at least for 12 hours a year. Back in 2002, Panic Room, another home invasion movie that also had more of a thriller than horror vibe, opened to $30 million. The picture performed well among Hispanic audiences, which accounted for a third of ticket sales, as well as women, who bought 56% of the tickets.

In contrast, Owen Wilson and Vince Vaughn couldn't excite audiences about The Internship. The comedy opened in fourth place with $18.1 million--and it cost far more than the reported $3 million for The Purge. That $18 million total is half the opening of Wedding Crashers, and it's also not a good showing for Shawn Levy, whose directing credits include the $100+ million comedy Date Night. Many critics felt uneasy with the heavy Google tie-in, which came across more like an advertisement than a lampoon, and audiences may feel the same way. In coming weeks, word-of-mouth will make this one sink quickly or coast through a bit longer.

With major blockbusters releasing since the beginning of May, plenty of pictures put in strong holdover weekends, dropping just a third from the previous weekend. Fast & Furious 6 kept its decline to 43%, which still gave the car chase movie $19.7 million. Down 33% in its second weekend, Now You See Me closely tailed Fast & Furious, posting returns of $19.5 million. Further down the list, Epic, Star Trek Into Darkness, Iron Man 3 and The Great Gatsby all dropped in the mid-30% range. There were a couple of losers, though: After Earth plummeted 59% in its second weekend, while The Hangover Part III lost 55% of its audience.

Joss Whedon's foray into Shakespeare, Much Ado About Nothing, averaged $36,000 per screen in five locations, for a total of $183,000. Next week, the low-budget adaptation, set in present day, will expand into a few hundred theatres. The documentary Dirty Wars, which reveals how the "Joint Special Operations Command (JSOC) has been fighting a secret
war against terrorists in Iraq and Afghanistan," had a strong debut, averaging $16,500 per screen in four theatres.

On Wednesday, the apocalyptic comedy This Is the End will hit theatres, followed by superman's return in Man of Steel on Friday.