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Hey, Alice? Eat Me

By William Goss | Box Office Round-Ups | March 8, 2010 |

By William Goss | Box Office Round-Ups | March 8, 2010 |

Just as the wild success of The Dark Knight made IMAX a significantly more popular brand, even for films not shot in the format, the post-production 3-D trend in the wake of Avatar has already paid off handsomely for Alice in Wonderland, as it raked in a ridiculous $116 million this weekend. (I’m curious how many of those people, though, were disappointed to find out that Johnny Depp wasn’t in fact playing Alice.) $200 million will be a cinch, with no other family competition until the 19th (Diary of a Wimpy Kid, only in lackluster 2-D) and the 26th (How to Train Your Dragon, the trailer for which many kids went mommy-mommy! for at the Alice showing I attended).

The weekend’s other wide release, the much less whimsical Brooklyn’s Finest, opened to a decent $13.5 million, putting it on par with many of Richard Gere’s outings without Julia Roberts. Fare like next week’s Green Zone and bleak word-of-mouth will probably keep it from doing Training Day-level business in the long run (also a hurdle: not being as good as Training Day).

After holding the top for two weeks, Scorsese’s Shutter Island slipped to third with $13.3 million, with another 40-ish percent drop in attendance indicating decent buzz that could be keeping the crowd from dropping off more steeply. Fourth was Cop Out with $9.1 million and $32.4 million total, making it Kevin Smith’s highest-grossing film to date. Best Picture nominee Avatar clung around in fifth despite losing screens to Alice, taking in another $7.7 million, while The Crazies brought in another $7 million for itself in sixth place.

Percy Jackson earned $5.1 million for seventh, Valentine’s Day got another $4.3 million out of procrastinating saps, Crazy Heart enjoyed a pre-Oscar boost with $3.6 million in ninth, and closing things out was another $2.9 million from all of the people who are just now seeing Dear John. (They thought this was the one with the twist everyone kept telling them about.)

The 2010 Academy Award Winners | Iron Man Trailer 2