Weekend Box Office: The Possession tops strong, Lawless opens so-so and Oogieloves bomb epically.

So it looks like Lionsgate's attempt to mimic the marketing campaign of their 2009 chiller The Haunting In Connecticut worked like a charm.  That (rather terrific, natch) horror drama used a single horrifying image (weird liquid supernatural gunk flying out of a child's mouth) to help snag a mighty $23 million debut in Spring 2009.  Back then, it was Lionsgate's second-biggest debut not involving a Saw sequel or a Tyler Perry film.  Today it still stands in fifth place on that scale, and The Possession just proves lightning can strike twice.  The poster focused on basically the same image and basically had the same opening weekend, grossing an estimated $17.7 million over Fri-Sun and $21 million over the four-day Labor Day holiday.  That's the second-biggest Labor Day haul on record, behind the $30 million gross of Rob Zombie's Halloween in 2007, ahead of The Transporter 2's $20 million gross in 2005 and ahead of Jeepers Creepers 2 ($18 million) in 2003 .  In terms of non-sequels/remakes, it's by far the biggest such debut, besting The American ($16 million), Jeepers Creepers ($15 million), and the obscenely underrated Balls of Fury ($14 million).