Newcomers notwithstanding, Disney’s “The Help” took first place on its second Friday with $5.8 million from 2,690 locations.

Pre-weekend expectations have the Mouse’s movie making close to $20 million through Sunday and snagging the top spot in its soph session. Word-of-mouth has propelled the film’s cume to about $57 million domestically thus far.

In second, another notable holdover in Fox’s “The Rise of the Planet of the Apes” made $4.65 million from 3,471 locations. Down only 43% so far from last weekend, “Apes” should be a strong contendor for second place through Sunday. Last night’s performance pushed pic’s domestic cume over $120 million.

The Weinstein Co.’s “Spy Kids: All the Time in the World” took third with $4 million from 3,295 locations. Following it, Lionsgate’s “Conan the Barbarian” scored $3.7 million from 3,015 venues, and Disney’s “Fright Night” took $3.05 million from 3,114.

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Early reports Friday anticipated “Conan” falling in the $5 million range courtesy of a Friday night boost that seems to have fizzled. Before Friday, B.O. observers pegged “Conan” and “Fright Night” for the low teens this frame, but stiff competish could keep the pair from breaking $10 million.

Of their total location tallies, roughly 71% of “Fright Night’s,” 70% of “Conan’s” and 39% of “Spy Kids'” are playing in 3D. The summer’s new norm is to make about 45% of grosses off 3D screens, though that figure could be even lower this weekend with so many pics vying for 3D play and so many of “Spy Kids'” engagements opting for 2D.

The last major opener, Focus Features’ “One Day” made about $1.9 million from 1,719 locations Friday night, placing it in ninth after “Final Destination 5” and “30 Minutes or Less.”