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‘Madagascar 3’ holds top spot over newcomers

Toon wins Friday over 'Rock of Ages,' 'That's My Boy'

This weekend, the holdovers are holding the domestic B.O. over a pair of newcomers that can’t make them budge. As it did last frame, Paramount-DreamWorks Animation’s “Madagascar 3: Europe’s Most Wanted” sits atop the charts with $10 million from Friday.

Toon’s cume is roughly $95 million, and as anticipated, it’s looking at about a 40% week-to-week drop for a three-day haul of $35 million or so. Behind it, Fox’s “Prometheus,” which took last Friday but not the weekend last frame, earned $5.8 million, dramatically widening a gap that was extraordinarily narrow last weekend.

Word of mouth is the likely culprit in this rift. “Prometheus” was granted an exceptional start with the aid of “Alien” fanboys-turned-evangelists by the shrewd viral marketing campaign from Fox. But the online backlash in the wake of its opening weekend has gone online as well, and the actioner which was looking to break $20 million in its soph sesh is now headed toward a three-day gross in the teens with this weekend’s newcomers.

Speaking of, in third Warner Bros.’ ensemble tuner “Rock of Ages” earned a disappointing $5.4 million on Friday. Pic was tracking well with women, prompting WB to implement a marketing push to males that doesn’t seem to have panned out, though demographic breakdowns won’t be available until tomorrow. Behind that, Sony’s R-rated Adam Sandler laffer “That’s My Boy” emerged in fourth with $4.6 million.

But opening weekend grosses, expected in the low- or mid-teens for both films, are not the end of the story for either film, as both are expected to show off impressive legs. It’ll take quite a stride, however, for “Rock” to hit its studio-reported $75 million price tag in Stateside grosses.

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