Meanwhile, Bill Murray's St. Vincent did decent business in its nationwide expansion.
Opening at 2,858 theaters, Ouija earned an estimated $8.3 million on Friday. That's a far cry from Annabelle's $15.5 million, but is above recent October horror movies Sinister ($7.4 million) and Carrie ($6.5 million). If Ouija holds like those three movies, it will wind up with around $20 million this weekend.
John Wick opened in second place with a solid $5.45 million. That's roughly on par with last Fall's The Family ($5.37 million), and is above recent movies like A Walk Among the Tombstones ($4.76 million) and 3 Days to Kill ($4 million). For the weekend, John Wick is now targeting $14 to $15 million.
Coming off opening weekend, Fury fell 54 percent to an estimated $4.1 million. That's a so-so drop for a movie with positive reviews, strong word-of-mouth and an audience that skews older. Fury should take in just over $13 million this weekend.
Gone Girl eased 37 percent to $3.48 million, which brings its total to an impressive $116.5 million. For the three-day weekend, it will likely wind up between $11 and $12 million.
Playing at 2,282 theaters, St. Vincent rounded out the Top Five with an estimated $2.55 million. The Bill Murray/Melissa McCarthy comedy is on track for at least $7 million this weekend.
The Book of Life fell 52 percent to an estimated $2.4 million. With a boost from family audiences on Saturday and Sunday, it should move up to fifth place for the weekend with around $10 million.
1. Ouija - $19 million
2. John Wick - $14.5 million
3. Fury - $13.5 million
4. Gone Girl - $12 million
5. The Book of Life - $10 million
6. St. Vincent - $7.5 million
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• Forecast: 'Ouija' Set to Spook 'John Wick' This Weekend
• Grosses for Friday, October 24, 2014
• 2014 Domestic Box Office