SUNDAY AM UPDATE: Hollywood movies continue to underperform domestically since the start of the new year, including this weak weekend when the film industry honors its best 2010 offerings at Sunday’s Oscars. Talk about a reality check! Here are these Top 10 North American box office numbers:

1. Gnomeo & Juliet 3D (Disney) Week 3 [3,037 Theaters]
Friday $3.1M, Saturday $6.3M, Weekend $14.2M, Cume $75.1M.

Who gnew that in its 3rd week of release, this 3D animated toon would rise to #1 at the domestic box office? Gnoone! Because last night when I updated box office, studios were still saying it was behind Hall Pass. But there’s a dearth of family films at the box office and those Saturday kiddie matinees continue to be great gnews.

2. Hall Pass (New Line/Warner Bros) NEW [2,950 Theaters]
Friday $4.7M, Saturday $5.7M, Weekend $13.4M

Owen Wilson went on Leno accompanied by a clip from his past hit movie Wedding Crashers – and then had to hawk this weekend’s unsuccessful Hall Pass. Interesting how New Line has done well with its string of estrogen rom-coms, but then returns to its old formula of testosterone male-bonding films and falters. Had it stayed in first place by the end of the weekend, it would have been the lowest grossing #1 in two years. Hollywood expected this Farrelly Brothers comedy to pass $20M and instead the pic greatly underperformed. But not for lack of trying. Warner Bros marketing campaign attempted to leverage the R-rated concept and the Farrellys’ past successes and the newbie/vet comedy combo of SNL‘s Jason Sudekis/Owen Wilson — but failed. Challenge was positioning the pic primarily to men but also not turning off women. Trailers were paired with Due Date back in November, and played on comedies including Little Fockers and The Dilemma. But TV was the main driver on the usual high profile sports events. Online media was broad and male and specifically targeted, culminating in a Red Band trailer that debuted February 18th on IGN, and eventually seeded on other age-appropriate sites. An original Funny or Die video starring Owen Wilson hit the internet the following Monday. 

3. Unknown (Dark Castle/Warner Bros) Week 2 [3,043 Theaters]
Friday $3.8M, Saturday $6.1M, Weekend $12.4M (-43%), Cume $42.8M

4. Just Go With It (Sony) Week 3 [3,544 Theaters]
Friday $3.2M, Saturday $5.1M, Weekend $11.1M, Cume $79.3M

5. I Am Number Four (DreamWorks/Disney) Week 2 [3,156 Theaters]
Friday $3.1M, Saturday $4.9M, Weekend $11M (-43%), Cume $37.7M

6. Justin Bieber: Never Say Never 3D (Paramount) Week 3 [2,810 Theaters]
Friday $2.7M, Saturday $4.1M, Weekend $9.2 (-31%), Cume $62.7M

Paramount is gushing about what a “great success” its Director’s Fan Cut debut turned out to be. The new version will do $9.2 million this weekend, down only 31% entering its 3rd weekend. And the studio said the cume for Justin Bieber: Never Say Never by next weekend will surpass Disney’s Miley Cyrus/Hannah Montana concert movie which finished at $65.3M domestic. The point of Paramount’s Insurge Pictures one-week limited release was to goose box office across the U.S. and Canada with 40 minutes of new Bieber footage on RealD and 3D Digital Screens in theaters beginning Friday. Interesting way for the studio to squeeze out more grosses so soon after the pic’s opening. Then again, these tween concert pics tend not to have long legs. ”We’re looking to keep the momentum and get a 3rd weekend,” a studio exec emailed me in advance.

7. The King’s Speech (Weinstein Co) Week 14 [2,386 Theaters]
Friday $1.9M, Saturday $3.5M, Weekend $7.6M, Cume $114.5M

8. Big Mommas: Like Father, Like Son (New Regency/Fox) Week 2 [2,821 Theaters]
Friday $2M, Saturday $3.7M, Weekend $7.5M (-54%), Cume $28.5M

9. Drive Angry 3D (Summit) NEW [2,290 Theaters]
Friday $1.6M, Saturday $2.2M, Weekend $5.1M

Summit stresses it had U.S. rights only to this Nic Cage loser and didn’t produce it. So studio reps let me know in advance not to expect much of anything from Drive Angry 3D at the box office this weekend. But rival studios starting Friday night pointed out that its paltry take could well be the lowest 3D opening ever. (And the pic was even shot in 3D, too.) Summit acquired the American distribution rights to the film from Nu Image Films and the producers on the project. Based on the dismal pre-release tracking, no one expected grosses above single digits even with 3D’s higher ticket prices. Meanwhile, Nic Cage’s career, once flourishing film career complete with an Academy Award, after this and Sorcerer’s Apprentice remains in freefall. Time to become a TV actor.

10. The Roommate (Screen Gems/Sony) Week 4 [1,726 Theaters]
Friday $625K, Saturday $1M, Weekend $2M, Cume $35.9M

For more estimates listed by title, see box office results here...

Editor-in-Chief Nikki Finke - tip her here.

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