'The Grey' treks to first place

Is Liam Neeson the new Harrison Ford (circa Air Force One)? The 59-year-old star led Taken to success a couple of years ago, and with The Grey he's struck again. The man vs. nature survival flick earned $20 million to win the weekend, exceeding expectations. There aren't many convincing older action heroes out there, but I think Neeson proves there is a contingent of people, including baby boomers, who like to see one of their own in an adrenaline-filled adventure. The 60% male audience made this a moneymaker for Open Road Films, which spent just $25 million on production.

In third place, One for the Money did surprisingly well despite the fact that many saw this Katherine Heigl pic was a stinker a mile away. It earned $11.8 million, driven by older female ticket buyers. The adaptation of Janet Evanovich's popular book "resembles a failed television pilot," THR's Frank Scheck laments. Plus, as New York Magazine outlines, Heigl is considered a toxic asset right now thanks to gossip about her ungraceful conduct on set and off. Still, the  light detective picture had a couple of tricks up its sleeve. One, 11% of attendees bought discounted tickets through Groupon. 93% of them said they would not have seen the movie without the promotion. Two, Lionsgate did a decent job connecting with the movie's literary fan base. I saw prominent ads on Goodreads.com, a book-centered social networking site.

In fourth place, Man on a Ledge stumbled with $8.3 million. Summit also offered discounted tickets through Living Social, but it appeared not to pay off. When it came to man vs. ledge or man vs. nature, Neeson in Alaska fighting wolves appeared to be more appealing than a jumper who was seeking revenge, vindication, or covering for a heist, depending on which ad or review you saw.

In the wake of the Oscar nominations, a number of the selected films made expansions and drew more audiences. The Descendants made its widest expansion yet, playing in 2,001 theatres, and came up with $6.5 million. It's the dramedy's second highest weekend to date. Back in November, it managed to earn $7.3 million while playing in only 390 theatres. The George Clooney starrer has earned $58 million to date, making it one of the most successful films in the running. The per-screen average, $3,200, in on par with where The King's Speech was last February.

The Artist, which earned ten nominations, added more theatres and rose 40% to grab the twelfth-place spot with $3.3 million. Hugo, which led with eleven nominations, added 50% more screens and went up 142% to $2.2 million. Still, the expensive film has earned just $58 million to date in the U.S. 

This Friday, audiences can save the whales with The Big Miracle, grab some thrills with The Woman in Black, or check out some teens with superpowers in Chronicle.