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Reagen Sulewski: What we've seen in the past few years is that moviegoers are really looking for a different kind of experience than they've previously had. The same old just simply doesn't work anymore, and even new and improved only works for so long. While documentary style horror isn't exactly fresh as a daisy, relative to the rest of the shlock that's been put out over the last few years it might as well be [insert instantly dated reference here]. What's surprising to me is that it works this well.

I definitely think there's something to the idea that The Exorcist is still paying dividends almost 40 (!) years later but I would caution filmmakers against going to the well too many times. It doesn't take too many trips to the well before something that is hot is not. And like The Exorcism of Emily Rose, the lifespan of any one particular horror movie is measured in days, not weeks.

Daron Aldridge: I expected this to win the weekend but with a performance that was along the lines of The Expendables last weekend with around $15 million. Maybe I am giving people too much credit for being more discerning about their film choices than flocking to a word in a title but Matthew may be onto something. Kind of like hedging your bets that you are on the cusp of something that may be cinematically special, like The Sixth Sense and The Blair Witch Project. But, wow, a D CinemaScore rating? If you can't get this audience that is predisposed to like your film to give it a better score, then your film will just have to enjoy its one and done box office performance. I will be surprised if it sustains anything better than a 70% drop next weekend.

James Cameron says, "Pay attention to meeeeee!

Kim Hollis: Avatar returned to 812 theaters in director's cut format, adding another $4 million to the pile of cash it has earned so far. Its grand total at the domestic box office is $753.8 million, which is $153.1 million more than any movie had ever earned before it. As you reflect on what the film has accomplished over the past nine months, what impresses you the most?

Josh Spiegel: James Cameron's ego impresses me, because it is far bigger than I could have imagined. I saw Avatar on Blu-ray for the first time since its original release last weekend, and he managed to once again blow my mind away in terms of the visual elements. Even on a television, this movie is breathtaking to watch. It is, however, a lot more painful to my ears than it was in December. My point is, as big as his ego is, it isn't always matched by demand. I wasn't expecting this re-release to do as poorly as it did, but I also didn't see it doing more than $10 million. The amount of money the movie has made is staggering, but it's movies like Toy Story 3 and Inception that have done well this year and deserve to do well.

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