Maybe 3D isn't dead.
Or, Trey Songz fans came out in flocks.
Either way, Lionsgate has another successful horror movie on its hands.
"Texas Chainsaw 3D" didn't fare as well opening weekend as the 2003 remake ($23.1 million) but did earn more than its 2006 counterpart ($18.5 million), to show a film with 3D in the title may not hurt its viewing appeal.
However, Lionsgate also has a history of successful horror releases at the beginning of every year ("Hostel,""My Bloody Valentine 3-D").
The rest of the box office was putty for Hollywood blockbusters. "Lord of the Rings" prequel "The Hobbit" and "Django Unchained" continue to flourish near the top of the box office, while the other Christmas release, "Lés Miserables," begins to ease up on its earnings.
And, Matt Damon's fracking film sees a strong second week to make its debut among the top films.
Out of the top ten this week are DreamWorks' "Rise of the Guardians" dropping seven spots in its seventh week. The animated film about holiday mascots has earned $278.5 million worldwide.
Disney's re-release of "Monsters, Inc." in 3D also bowed out of the top ten in week three.
Here are this week's winners and losers at the box office:
10. After a 25 theater start last week, Matt Damon's franking film, "Promised Land," opens into more than 1,600 theaters this past weekend bringing its gross to $4.3 million.
9. Seth Rogen's "The Guilt Trip" drops one spot with $4.5 million. In three weekends the film has earned $31.2 million of its $40 million budget.
8. "Lincoln" continues its slow descent out of theaters with another $5.3 million. Steven Spielberg's historical drama has earned $143.9 million in its nine-week U.S. run.
7. Judd Apatow's latest comedy, "This is 40" takes in $8.6 million in week three. Though the film has far exceeded its estimated $35 million budget, its $54.5 million gross to date barely makes a splash in the box-office water when compared to 2011's "Bridesmaids" ($288.4 million worldwide).
6. Tom Cruise's "Jack Reacher" earns $9.3 million in weekend three. That finally sets its domestic total of $64.8 million ahead of its estimated $60 million budget. This is one of Cruise's few films to not earn more overseas than at home. Worldwide, the film has made $120.4 million.
5. Billy Crystal's "Parental Guidance" brings in $10.1 million. In two weeks, the comedy has earned $68 million worldwide on an estimated $25 million budget.
4. "Lés Miserables" earns another $16.1 million. The film, which opened Christmas day, has now earned $170 million worldwide in two weeks.
3. "The Hobbit: An Unexpected Journey" earned $17.5 million in week four – more than any of "The Lord of the Rings" during the same week. Most of the film's $824.8 million worldwide has come from overseas ($561 million).
2. "Django Unchained" narrowly misses holding off "Texas Chainsaw" with $20.1 million. That finally sets the film's gross ($106.4 million) over its hefty estimated budget of $100 million.
1. "Texas Chainsaw 3D," the sequel to the 1974 classic, surprised with $23 million opening weekend. In comparison, that's more than previous horror films released by Lionsgate in the same month, 2009's "My Bloody Valentine 3-D" ($21 million) and 2007's "Hostel" ($19.6 million).