Zac Efron’s buddy comedy “That Awkward Moment” has launched with $246,000 from Thursday night late shows in the U.S., opening in line with forecasts for $11 million to $15 million during the Super Bowl weekend.

Focus Features is aiming the film at female moviegoers and opening in 2,800 locations. Zombie comedy “Warm Bodies,” which also appealed to young, female audiences, took in just under $500,000 from late shows this time last year and went on to open at $$20 million.

Paramount’s wide release of Kate Winslet-Josh Brolin romancer  “Labor Day” is expected to gross in the $6 million to $8 million range in about 2,500 locations.

Disney’s sing-a-long re-release of “Frozen” could gross around $11 million this weekend.