I'm surprised at how far below projected gross the ticket sales have been for Serenity this weekend. $10.1 million, when people were predicting $17m. I was under the impression that the money from the pre-screenings would be included in the Opening Weekend total. I guess I was misinformed.

Ah well. We've thoroughly trounced all the other movies that opened this weekend, coming in second to Flightplan, and Joss predicted that the film would be a slow burn. And I'm going again next week and bringing Ko and Deep along with. It'll work out.

Edit: CHUD gives their take, and Nikki Rocco (Universal's head of Distribution) shares her thoughts.