'Chronicle' and 'Woman in Black' lure teens to theatres

This year more studios were willing to place films during Super Bowl weekend, even if it meant they would plummet up to 70% on game day. Chronicle and The Woman in Black were rewarded, while Big Miracle, the only film that actually tried to capture the un-Super Bowl audience, floundered. Overall, receipts were up 36% from last year, a clear sign that Super Bowl weekend no longer signals a lackluster box office.

The found-footage superhero movie Chronicle skyrocketed to first place with $22 million. The low-budget production only cost half that to make, so Fox is probably already in the green. 61% of audience members were under 25, a valued demographic that hasn't been showing up in force lately. Their presence elicited a sigh of relief for the industry as a whole.

The "Harry Potter factor" helped out The Woman in Black considerably this weekend, as it soared to an estimated $21 million. Young female viewers eager to see Harry Potter...er, Daniel Radcliffe...turned out in force for the haunted house flick. CBS Films only  paid $3 million for the movie, so this definitely counts as a win for the up-and-coming distributor.

Big Miracle failed to attract audiences, earning $8.5 million and landing in fourth place, behind the second weekend of Liam Neeson-starring The Grey. However, good audience response may make the whale-saving picture a strong holder. Echoing my feelings after seeing the surprisingly charming movie, audiences gave the movie an A-, the highest score of any new release.

Madonna-directed W.E. debuted to $45,000 per screen in four locations. Her star power has given the historical romance plenty of publicity, though some journalists are probably less interested in her movie than in landing a Madonna interview. The star's Super Bowl halftime performance will increase awareness even further.

The leaders in Oscar nominations all showed strong holds. George Clooney-led The Descendants dipped 28% to $4.6 million, even while playing in just over 2,000 locations. The Artist, for which I've also seen an increase in television ads, had a gentle decline of 22% to $2.5 million, while playing in 1,000 locations. Hugo topped them all, dipping just 8% to $2.3 million.

This Friday will be busy. In advance of Valentine's Day, romantic weeper The Vow will release, fanboys can check out the re-release of Star Wars: Episode I--The Phantom Menace in 3D, Journey 2: The Mysterious Island will entice families, and Safe House adult males.