It seems likely that the approach widened rather than narrowed the potential audience (parents with kids were likely to show up regardlesss) and added to the “cool” factor, with Cinemascore indicating that younger adults actually seem to enjoy it more than those over 25. In any case, as past somewhat deceptive campaigns I can think of attest, a certain degree of honesty in movie marketing may actually be the best policy.

Also earning more than expected is Overture’s poorly reviewed violent thriller “Law Abiding Citizen.” The macho appeal of the revenge/serial killerish premise, bolstered no doubt by the familiarity of stars Gerard Butler and  Jamie Foxx, proved fruitful with roughly $21.2-3 million estimated, depending on which sites you read.

In the #3 spot, “Paranormal Activity” continued to do extremely good business for Paramount with the week’s highest per-screen average ($26,530), netting an estimated $20.1-2 million on only 760 screens, still a fraction of the number of theaters showing competing flicks. As for the small discrepancies in these figures, looking at the numbers provided by Finke, DiOrio, and the Box Office Mojo chart, it sure looks like the glass-half-full DiOrio is rounding up while the glass-half-empty-and-shattered-beyond-repair Finke is rounding down.

Though it has precisely zero appeal for yours truly and got almost uniformly bad reviews, audiences are being kind to troubled Universal Studios and Peter Billingsley, the now grown-up star of “A Christmas Story,” with his feature film debut as a director, “Couples Retreat.” The relationship comedy held well and lost a very respectable 47.7% from its opening week, earning an estimated $17.9 million in its second week. Not too surprisingly, then, the #5 spot went to the PG-13 rated horror remake, “The Stepfather,” with an estimated $12.3 million. In this climate, it might have done a bit better if it held onto the R-rating of the original. Lesson for Sony: If you’re making a horror picture, throw in a few extra f-words and maybe a c-word if you can manage it, just for safety.

On the limited release front, “An Education” had a very good weekend. The Nick Hornby-scripted period memoir adaptation from Swedish Dogme alumna Lone Sherfig, making her English-language directorial debut, earned $505,000 in 19 theaters. The Coen Brothers’ adventure in domestic Judaica,  “A Serious Man,” performed its due box office mitvot with an estimated $860,000 in 82 theaters. The #2 movie this week in terms of per-screen average after “Paranormal Activity,” however, was the critically lauded Chilean drama, “The Maid.” True, that terrific $18,000 was on only one screen, but for a satirical drama from Chile, it’s a success worth noting.

Finally, I have to demand that my brothers and sisters in L.A., Chicago, Atlanta, Philadelphia, and Seattle get down to their local theaters and see the blaxsploitation parody par excelance “Black Dynamite,” post haste. The film earned what a less jolly Carl DiOrio termed a “mild” $2,014 average on seventy screens for an estimated total of $141,000 for Sony’s Apparition films.  Not horrible, but not what a powerful brother like Mr. Dynamite (absolutely no relation to Napoleon D.) so powerfully deserves! And if I read one more blog commenter saying this movie has already “been done” via the disappointing “Undercover Brother” or the pleasantly fun, but not nearly so brilliant, “I’m Gonna Git You Sucka,” I’ll know the Man is up to his usual tricks and it’s time to take back the movie theaters!