Weekend Box Office (03/20/11): Adult genre fare cannibalize each other as Limitless, Lincoln Lawyer and Paul all open 'okay'.

I often complain about the lack of big-studio adult genre pictures while pointing out that the few such entries generally do well due to the paucity of such things in the marketplace. Alas, this weekend was a comparative embarrassment of riches, with three genre pictures, all starring adults, two rated R, and none costing more than $40 million. Ironically, all three films did moderately well, but at least two of them would likely have done even better without direct demo competition. The number one film of the weekend was Limitless. The Bradley Cooper/Robert De Niro thriller grossed $19 million, and proving a major win for the struggling Relatively. This was a real test of Bradley Cooper's star power and he delivered. The film benefited from an easily-explained high-concept (a pill that makes you the smartest man on Earth). The film played 52% female and 60% over-25. Since the relatively-well reviewed picture cost just $27 million, this is an easy win for everyone involved.

Weekend Box Office (03/13/11): Battle: Los Angeles hits hard, Red Riding Hood lands softly, while Disney's Mars Needs Moms crashes.

As expected, the heavily-hyped Battle: Los Angeles (teaser/review) topped the box office this weekend, grossing an estimated $35.7 million. If that number holds, it will be the twelfth-biggest March opening in history, and a rock-solid start for a would-be tentpole that cost (depending on who you asked) $70 or $100 million. There was talk that the picture would break out and perhaps reach $50-60 million, but that was frankly silly. We've been spoiled the last few years, with massive March openings like 300 ($70 million), Watchmen ($55 million), and the astonishingly-huge Alice in Wonderland ($116 million). But generally speaking, March releases that aren't animated don't reach $35 million. We didn't have a single live-action $35 million opener in March until 2005 (The Ring Two), and there have been only five others since then prior to this weekend (the three above examples, plus Wild Hogs at $39 million, 10,000 BC at $35 million), so getting anywhere close to $40 million in the third month of the year has to be considered a win, especially without any kind of 3D or IMAX advantage.