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"Secretariat" has hardly slowed down since it opened in theaters two weeks ago, but it's far from the only movie to enjoy strong second, third or even sixth laps around the box office track recently.
Most films see ticket sales fall about 50% on their second weekend in theaters and end up grossing a little less than three times their opening take.
However, Disney's horce racing drama has dropped only 25% and 26% on its second and third weekend in theaters since its weak $12.5 debut. Thanks primarily to smaller, midwestern markets, it's now on its way to a respectable, if not great, domestic gross of more than $50 million and possibly more than $60 million.
"Red," an action movie about a group of aging assassins and former CIA agents, held onto its adult audience nicely after a so-so $21.8 million opening, dropping only 31%. It should end up with a solid box office total of more than $80 million.
"The Social Network" has fallen 33% or less for three straight weekends since its decent $22.4 million debut and is now on track to end its domestic run at close to $90 million.
— Ben Fritz