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" ... As a general rule, opening weekend is about marketing while every weekend after that is about quality. But every once in awhile, a film is so good, better than expected, that the buzz starts early enough among the ticketbuyers to actually boost the film's opening weekend. The film's $17.5 million Friday could easily have led to a normal 2.75x weekend multiplier and a solid, but not-record breaking $48m. ... "