Striking approximately 3,500 screens at 2,861 locations, The Town hauled in $23.8 million, earning the comparison its marketing made to The Departed. The latter blazed onto the scene with $26.9 million on around 4,200 screens at 3,017 locations nearly four years ago (though its attendance was about 37 percent greater than The Town's). Like Departed, The Town busted out of its genre norm, grossing more in one weekend than the final grosses of Gone Baby Gone, Reindeer Games and Pride & Glory and more than doubling the opening weekend of We Own the Night. Its estimated initial attendance was in the realm of Cop Land and Sleepers.
Upon closer inspection, The Town's marketing campaign sizzled more than its Departed references and the movie's nondescript title and poster would imply. Television ads hit the right crime thriller notes, promising high dramatic stakes and action, and were more energetic and to the point than the movie's trailer. The ads punched up the proceedings by making the picture look (not just sound) like The Departed and by using the Eminem song "Not Afraid." Distributor Warner Bros.' exit polling indicated that 55 percent of The Town's audience was male and 75 percent was aged 25 years and older, skewing older and more male than The Departed.
True to its pedestrian title, Devil delivered an average opening by horror standards, grossing $12.3 million on nearly 3,300 screens at 2,809 locations. Its start was a bit less than Quarantine but in the same range as One Missed Call and The Eye among other horror movies. It was also the lowest-grossing opening yet for an M. Night Shyamalan-branded horror movie.
Alpha and Omega packed $9.1 million on around 3,000 screens at 2,625 locations. 1,625 locations presented the animated feature in the 3D illusion, and they accounted for around 68 percent of the gross. The 3D ticket price premium means that Alpha's initial attendance was in the same range as Astro Boy, Everyone's Hero and Happily N'Ever After and was about a quarter of Open Season. Distributor Lionsgate's reporting showed an audience composition that was 63 percent female and primarily mothers and children. Indicative of Alpha's tyke appeal was its 80 percent bump from Friday to Saturday, which was even greater than Cloudy with a Chance of Meatballs on the same weekend last year.
Resident Evil: Afterlife had a second-weekend fall in line with its predecessors. The horror action sequel tumbled 62 percent to $10.1 million, around 75 percent of which from 3D presentations. The second-weekend drops of the previous movies were, in chronological order, 62 percent, 62 percent and 66 percent. Despite having the highest gross through the ten-day point ($43.9 million), Afterlife continued to be the least-attended entry in the series.
Meanwhile, Inception saw the smallest decline among nationwide holdovers, easing 30 percent to $2 million, and its total stands at $285.1 million in 66 days. Its the third movie this year to spend ten weeks in the Top Ten, following Avatar and How to Train Your Dragon.