Small-budget horror film "The Devil Inside" successfully achieves a stellar debut on North American box office. Collecting $33.7 million on its opening weekend, the supernatural movie, which Paramount Pictures obtained for just $1 million, scores the third biggest opening of all time for early January after 2008's "Cloverfield" and 1997's re-release of "Star Wars".
The William Brent Bell-directed horror appealed to mostly younger audience with 60% of them under the age of 25 and 85% of them under the age of 34. Male moviegoers make up 54% of the audience.
Despite receiving a terrible "F" CinemaScore, Paramount president of domestic and distribution Megan Colligan believes that the viral marketing campaign, which focused on making the film seem real, plays an important role in the movie's success. "The campaign was very scary and it was intended to push the envelope. The conversation online became very robust," says Colligan.
"Mission: Impossible Ghost Protocol" drops to the second spot this week after claiming the champion title for two weeks in a row. The Tom Cruise-starring action film grosses $19.8 million, dropping 30% from last week. The movie collects a total domestic cume of $170.2 million after four weeks playing in the U.S. theaters.
Securing the third place is "Sherlock Holmes: A Game of Shadows" which rakes in $13.6 million, falling 33% from last week. The detective movie, which opened with a disappointing result compared to 2009's "Sherlock Holmes", bags a total domestic cume of $157.4 million in its fourth week.
David Fincher's well-reviewed thriller "The Girl with the Dragon Tattoo (2011)" finishes on the fourth place with $11.3 million, dropping only 24% which is the smallest drop on the top ten. Since it was released on December 20, 2011, the R-rated movie collects a total domestic cume of $76.8 million.
Rounding up the top five is kid-friendly film "Alvin and the Chipmunks: Chip-Wrecked". Dropping 42% from last week, the adventure comedy movie rakes in $9.4 million for a total domestic cume of $111.5 million after playing in cinemas for four weeks.
Top Ten Movies at Box Office for January 6 - 8, 2012: