The public votes with their wallets and this is an affirmation that funny is money.

Immediately after Halloween, whatever it is, people's mind-set turns to movies.

It's clearly public word of mouth. This is one of those weekends where you can sit back and really enjoy what we do.

It was an opportunity that was waiting to happen.

Our filmmakers are very, very happy because the movie scored a 90 in the top two boxes (excellent and very good). We have wonderful word of mouth working for us again.

Any time a new process comes into the market, there is always a pioneer. In this case, it's us, ... But this isn't about one picture, it's about the future. We are waiting to see how it all plays out. But at the same time, we are committed to the process and believe, as filmmakers (Robert) Zemeckis and (James) Cameron believe, this is where it is going.

[Applauding writer-director Audrey Wells for making a film] the audience absolutely loves, ... Our exit research gives us 90 percent in the top two boxes. We are heavily skewed female, but there were an amazingly strong number of couples Saturday night.

We're thrilled. We are going to take a couple hundred additional runs this Friday, trying to find the appropriate areas to add (while) trying not to step on the substantial runs we have today.