Jackass 3D Breaks Fall Box Office Record

Soaring past all expectations Jackass 3D turned in the biggest opening weekend for a September or October release in history with $50 million. Industry expectations had pegged the film to make just over $30 million for the weekend but it crushed on Friday alone with $22 million.

Jackass 3D certainly benefited by the higher ticket prices that come with 3D but it was more about the extra appeal it provided. The movie was sold on the 3D premise and that it would enhance the experience. It was enough to seemingly convince those who may have waited to see it on DVD to head out to the theater. Only a few 3D movies have really taken advantage of it in that way, making it about the experience rather than just tacking it on to boost grosses.

The original Jackass opened with $22 million and the sequel $29 million. Jackass 3D has likely justified yet another in the series. This was the most expensive one to make of the three but at just $20 million it is a gold mine for Paramount.

The other new opener was the action comedy RED which turned in a nice opening of its own. The movie made $22 million on the back of its marketable cast and mostly positive reviews (though I didn’t care much for it – my review). Word of mouth is solid and appealing to a wider age range gives it a positive outlook going forward.

The Social Network fell out of #1 after two straight weeks there but dropped only 28% to $11 million. Secretariat fell just 25% to $9.7 million. Decent holds were also turned in by #5 Life As We Know It, #6 Legend of the Guardians, and #7 The Town.