It had to happen sometime, but nobody expected the biggest film of all time to lose its North American box office crown this weekend to Dear John, a low-budget "chick flick" with a pair of little-known stars.
The romantic drama opened at No 1 with three-day sales of $32.4 million across the United States and Canada, crushing both industry forecasts and reigning champ Avatar, according to studio estimates issued on Sunday.
James Cameron's 3D sci-fi spectacular slipped to No 2 with $23.6 million in its eighth weekend. But Avatar remained the top pick overseas, earning $76 million. Its worldwide tally rose to $2.21 billion, divided between $630.1 million from North America and $1.58 billion from foreign markets.
Avatar last Tuesday surpassed the $601 million haul of Cameron's 1997 release Titanic to become the biggest movie of all time in North America. It had already taken the international and worldwide titles from Titanic thanks to ticket-price inflation and the higher cost of 3D screenings.
Pundits had forecast the 20th Century Fox release would lose its North American crown next weekend to Valentine's Day, which will take advantage of both the eponymous holiday and the US Presidents Day weekend.
But few predicted that Dear John would cause a stampede to movie theaters by young women. Moreover, the hardy demographic appeared to ignore the blizzard that shut down a large swathe of the mid-Atlantic region.
"When they come out, young women come out in droves," said Geoffrey Ammer, president of worldwide marketing at the film's closely held financier Relativity Media.
He said the first wave of moviegoers texted and Tweeted their friends during the screenings to deliver their favourable verdicts, triggering further waves.
Men "kicking and screaming"
Channing Tatum and Amanda Seyfried star as lovers whose romance is curtailed by the Sept. 11 attacks. It was directed by Swedish filmmaker Lasse Hallstrom and based on the novel Dear John by Nicholas Sparks.
The film was distributed by Sony Corp's mid-budget label Screen Gems, after Time Warner Inc's New Line Cinema unit dumped the $25 million project. Screen Gems said audiences for the film were 84 percent female and almost two-thirds were under the age of 21.
Ammer said the handful of men "dragged kicking and screaming" to the movie appeared to enjoy it, and he hoped word-of-mouth would bring in more of them. Critics largely ripped the movie.