Shrek 3, which blew by the way, tops box office

By Scott Bowles, USA TODAY

There's a reason he's green.

Shrek the Third raked in $122 million over the weekend, a record for animated films and the third-highest debut ever, according to studio estimates from Nielsen EDI.

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Although it was expected to be an instant blockbuster, Shrek's haul eclipsed analysts' most optimistic projections and gave executives at DreamWorks and Paramount Pictures hope that the franchise can withstand the invasion of Pirates of the Caribbean: At World's End, which hits screens Friday.(Pirates premiere hoopla, 2D)

The fairy-tale-skewering ogre smashed his own record for animated debut, 2004's Shrek 2, which opened with $108 million. The Third came in behind this month's Spider-Man 3, which took in $151 million, and last year's Pirates of the Caribbean: Dead Man's Chest, which opened to $135 million.

But those records could be ripe for a fall.

"I can't predict how we're going to be affected by Pirates," DreamWorks' Anne Globe says.

"They seem poised to break Spider-Man's record. The competition this month is unprecedented. But we couldn't have asked for a better opening."

The makeup of Shrek's audience was a bit of a surprise. Roughly half the moviegoers were without children, DreamWorks says.

Studio executives hope to take a chunk of Pirates' business by reminding young girls that Johnny Depp won't be the only game in town next weekend. The studios will launch a marketing campaign that plays up the four new princesses in Shrek — along with Artie, the prince who is voiced by Justin Timberlake.

But the real arrow in Shrek's quiver may be children, who see films repeatedly, says Brandon Gray of Box Office Mojo.

"If people want to see Shrek and Pirates, they can see both," he says. "There's room in the marketplace. I'd be surprised if Shrek doesn't have better staying power than Spider-Man."The webslinger continued his descent in his third weekend, dropping 51% with $28.5 million to No. 2. Still, Spider-Man has collected $281.9 million domestically and nearly $750 million worldwide.
In limited release, Waitress is showing strength. The Keri Russell romantic comedy cracked the top 10 with $1.1 million, and its healthy $9,800 average per screen was the second-highest in the top 10; only Shrek's was higher. Final figures are due today.