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Any worry thatwould only appeal to young girls wound up being completely unfounded—the revisionist fairy tale played well across all demographics, and easily claimed the top spot at the box office this weekend.anddid fine business in second and third, while Mexican historical dramawasn't all that great in its nationwide release. The Top 12 earned $134.6 million this weekend, which is off 12 percent from the same period last year.opened at 3,773 locations and grossed a strong $56.2 million. That's the fourth-highest debut this year behindand, and above last weekend's. It's also more than Universal'shas made through 17 days ($55.4 million), and is close to previous Snow White movie's entire run ($62.9 million). Among other comparable titles,obviously didn't come close to's $116.1 million, though it was a hair ahead of($55 million) and crushed Universal's($36.1 million), which was also a grittier take on a classic story.The stars aligned nicely forthis weekend. The first major advantage it had was lack of competition:has been doing solid business, but it isn't all-consuming, and the May 18 releases (and) combined for a meager $14.2 million this weekend.That being said,'s biggest asset was Universal's savvy marketing campaign. Initial previews emphasized the impressive visuals while alluding to the classic fairy tale story, which piqued interest in the project early. Closer to release, Universal made a concerted effort to get men out to a movie with "Snow White" in the title by unleashing the "This is No Fairy Tale" set of ads that played up the darker, revisionist nature of the movie. That was a risky move—Lionsgate got punished last month for trying to get men interested in an ensemble pregnancy comedy—but men wound up accounting for a very solid 47 percent of's attendance this weekend.Perhaps more surprising, though, is that the audience skewed older (52 percent were 30 years of age and up), meaninghad true four-quadrant appeal. It does remain unclear ifwill hold up well in coming weeks, though: it received a middling "B" CinemaScore, and there are some very competitive titles ( Rock of Ages , among others) on the way.fell 49 percent to $28.1 million in its second weekend. That's actually astrong hold for a sequel coming off a Memorial Day opening: in comparison,andboth dropped 55 percent in their second weekends. The movie has now earned $111.1 million, which is a tad off from's $115.6 million 10-day total.Box Office Mojo