Weekend Box Office (10/30/11): Puss In Boots makes muted (for Dreamworks) number-one debut, while Timberlake/Seyfried's In Time and Depp's Rum Diary underwhelm.

 

Dreamworks seems to have paid a price for their risky release date, as Puss In Boots (review) debuted with a comparatively soft $34 million over the weekend.  We'll find out for sure on Monday if it broke the Halloween opening weekend record (Saw III grossed $33 million on this weekend in 2006), it's still a pretty disappointing number and well below the norm for major Dreamworks cartoons.  The studio has had a healthy run on the first weekend in November for the last several years (Megamind, Madagascar 2, Bee Movie, Flushed Away), but the decision was made recently to move the film back one weekend right into the heart of the kid-friendly holiday known as Halloween. As it stands for the $130 million production, the debut is the lowest opening for a Dreamworks cartoon since Flushed Away, which debuted with just $18.8 million in November 2006 (an Aardman Animations production, it nearly doubled its $64 million US gross overseas).  While a massive snowstorm on the East Coast likely kept moviegoers indoors on Saturday and possibly Sunday, the film's $9.6 million opening day was below par as well.  As it is, the film played 59% female and 55% over-25.  It also played to a 35% Hispanic audience, while 51% of the tickets were in 3D and 7% were in IMAX.  The comparative uptick in 3D sales makes sense, since it's some of the better 3D we've seen to date.