The Help is the top performer once again in theaters by taking down another $14.2 million in estimated receipts. With tomorrow’s labor day numbers projected to push it to around $18 million for the four-day weekend, it’s enough for a win and has increased its domestic score to $118.6 million after four frames. It’s turning out to be a very profitable run for the studio and co-distributor DreamWorks, with the team managing to keep their budget down to only $25 million in coin. And they hope to stay steady these next few weekends as they push their film into different markets.
Hot off strong word of mouth and an early Wednesday launch, Focus Features and Miramax launched their down drama into theaters this weekend with The Debt. The film landed in 2nd place for its first wide weekend with an estimated payday of $9.7 million over the weekend and $11.5 million over the five-day tally. Studio projections have it drawing another $3 million by the closing of the holiday tomorrow, finishing the four-day premiere with around $12.2 million.
Apollo 18 is clocking in at $8.7 million and while that sounds like an unfriendly debut for any release, there is a plus for the Weinsteins in that they only shelled out $5 million for their budget. So it’s a decent release for the studio even if they expected more for the holiday. Projections had it coming in somewhere between $11 million and $14 million. The film’s opening audience was 59% percent male, with 64% of those buying tickets being over the age of 25.
At its rear is Relativity Media’s 3D release of Shark Night. The horror film which appealed to the teenage audience in its ads and was directed by Final Destination helmer David R. Ellis grabbed an estimated $8.64 million in ticket sales over the weekend, with projections having it clock in at around $10.5 million by tomorrow evening. Produced at a cost of nearly $30 million---financed and produced by Incentive Filmed Entertainment and Sierra/Affinity---the film played primarily for young males with 53% of its audience being of the male persuasion. And 57% of its Friday ticket buyers being under the age of 25. Mania.com
| Rank | Movie | Weekend | Theaters | Average | Total | Budget |
| 1 | The Help | $14.2 mil | 2,843 | $4,998 | $118.6 mil | $25 |
| 2 | The Debt | $9.6 mil | 1,826 | $5,300 | $11.5 mil | ---- |
| 3 | Apollo 18 | $8.7 mil | 3,328 | $2,614 | $8.7 mil | $5 |
| 4 | Shark Night 3D | $8.6 mil | 2,806 | $3,079 | $8.6 mil | $29 |
| 5 | Rise of the Planet of the Apes | $7.8 mil | 3,193 | $2,443 | $160.0 mil | $93 |
| 6 | Colombiana | $7.4 mil | 2,614 | $2,831 | $21.9 mil | $40 |
| 7 | Our Idiot Brother | $5.1 mil | 2,555 | $2,028 | $15.4 mil | $5 |
| 8 | Don’t Be Afraid of the Dark | $4.9 mil | 2,780 | $1,777 | $16.3 mil | $25 |
| 9 | Spy Kids 4 | $4.6 mil | 3,007 | $1,542 | $29.0 mil | $27 |
| 10 | The Smurfs | $4.0 mil | 2,706 | $1,478 | $131.9 mil | $110 |
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