Immortals Box Office Lively #1 With $36M, Jack And Jill $27M, Puss In Boots $26M, Tower Heist $14M, J. Edgar $13.5M

FRIDAY 10 PM UPDATE: This weekend is starting to firm up. Latest Top10 grosses showbetter North American box office than previously thought thanks to the Veterans Day holiday weekendwhen school is out in 60% of the country. The good news isbreak from slumping attendance with a $130+M total moviegoing weekend, up+15% from last year.Relativity’s Immortals is the #1 movie.It did $1.4M in midnight gross from approximately 900 locations then expanded locations and grosses during the day and evening. These days, a $35M weekend bowis something special. Butnot when you realize that Immortals is a300-clone but won’t make 50% of the $70.8M opening amount that the original 2D movie did even with the higher 3D ticket prices. “300 was absolutely a big success, but we are in a different economy, marketplace, and time of year,” a Relativity exec tells me tonight. “Young males have been hard to get over the past year.Its a significant accomplishment that we got them.We are well positioned to be the 3rd highest R-rated film this year and the highest R-rated action film this year. This is a win for us.” Relativity also claimsreduced risk from foreign pre-sales on the $75M-budgeted film.” Audiences gave Immortals a ‘B’ CinemaScore. Meanwhile, Sony Pictures’ Jack And Jill starring Adam Sandler looks hard-pressed to equal his usual $30+M opening comedies. (Maybe moviegoers aren’t as moronic as Hollywood thinks they are.)Jack and Jill received a ‘B’ CinemaScore but also an ‘A-” from audiences under age 18. J. Edgar also received a ‘B’ CinemaScore. On the other hand, Warner Bros is looking at a strong per screen average for Clint Eastwood’s and Leonardo DiCaprio’s Oscar-buzzed biopic. As for holdover Tower Heist from Universal, Brett Ratner’s lousy week just keeps getting lousier. Refined numbers and full analysis coming: 1. Immortals 3D (Relativity) NEW [3,112 Theaters] Friday $14M, Estimated Weekend $35M 2. Jack And Jill (Sony Pictures) NEW [3,438 Theaters] Friday $9M,Estimated Weekend $26M 3. Puss In Boots 3D (DreamWorks Animation/Par) Week 3 [3,903 Theaters] Friday $8M,Estimated Weekend $24M, Estimated Cume $106.5M 4. Tower Heist (Universal) Week 2 [3,370 Theaters] Friday $4.6M (-42%),Estimated Weekend $13M, Estimated Cume $43.7M 5. J. Edgar (Warner Bros) NEW – opened Wednesday [1,901 Theaters] Friday $3.5M, Estimated Weekend $13M 6. Harold & Kumar 3D Christmas (NL/Warner Bros) Week 2 [2,875 Theaters] Friday $2.2M (-58%), Estimated Weekend $6M, Estimated Cume $23.5M 7. In Time (Fox) Week 3 [3,127 Theaters] Friday $1.5M, Estimated $4M, Estimated Cume $30.5M 8. Paranormal Activity 3 (Paramount) Week 4 [2,776 Theaters] Friday $1.3M, Estimated Weekend $3.8M, Estimated Cume $101M 9. Footloose (Paramount) Week 5[2,215 Theaters] Friday $1M, Estimated $2.7M, Estimated Cume $48.7M 10. Real Steel (DreamWorks/Disney) Week 6[1,758 Theaters] Friday $650K, Estimated Weekend $1.8M, Estimated Cume $81.5M 4 PM: Since it’s Veteran’s Day, it’s a different kind of Friday with school out in 60% of the country. So I’m hesitant calling anything off matinees and will wait until tonight firms up. But if current trends continue,Sony Pictures’ Jack And Jill starring Adam Sandler looks hard-pressed to equal his usual $30+M opening comedies. (Maybemoviegoers aren’t as moronic as Hollywood thinks they are.)While the 300-clone Immortals, the3D pic from Relativity,may not makemore than40% ofthe $70.8M opening weekend amount that the original 2D movie did. Immortals right now is looking tobe the #1 movie at the North American box office but “could be anybody’s ballgame tonight,” a rival studio exec cautions me. Immortals did $1.4M in midnight gross from approximately 900 locations which is so-so. On the other hand, Warner Bros’ J. Edgar is looking at a strong per screen average for Clint Eastwood’s and Leonardo DiCaprio’s Oscar-buzzed biopic.Top 5 like this but check in later: 1. Immortals 3D (Relativity) $28M estimated weekend from 3,112 Theaters for debut 2. Jack And Jill (Sony Pictures) $25M estimated weekend from 3,438Theaters for debut 3. Puss In Boots 3D(DreamWorks Animation/Paramount) $22M estimated weekendfrom 3,903 Theaters for Week 3 4.J. Edgar (Warner Bros) $18M estimated weekend from1,901 Theaters after opening Wednesday in limited run 5. Tower Heist (Universal) $15M estimated weekendfrom 3,370 Theaters for Week 2