Weekend Box Office (01/06/13): Texas Chainsaw 3D tops the first weekend of 2013. Promised Land tanks.

Texas Chainsaw 3D topped the box office this weekend with a robust $23 million.  That's a bit behind the $33 million opening haul for The Devil Inside, but it's still easily the top horror debut for January.  Moreover, the picture earned more, even adjusted for inflation, than the last go around, the painfully underrated Texas Chainsaw Massacre: The Beginning (retrospective essay).  The 2003 remake took in $28 million way back in October 2003 ($36 million in today's dollars, not even accounting for the whole 3D bump), but this under-hyped and frankly somewhat undersold quasi-sequel to the original 1973 film was never going to reach those heights. Said Platinum Dunes remake was exceedingly well-marketed, with a pioneering trailer (think how often it gets ripped off ten years later), and it basically kicked off the return of the hardcore horror film (along with the mostly ignored Wrong Turn from that May). Of course, the best weapon a new horror January film has is the October release of a new Paranormal Activity sequel, as it's a piece of prime demo-friendly marketing.  The Devil Inside attached its trailer to Paranormal Activity 3 back in October 2011 while Texas Chainsaw 3D had its trailer viewed by those attending Paranormal Activity 4 this October.  Of course, the fourth entry made about half what the third one did, so that probably didn't help.