'District 9' Lifts off With No. 1 Weekend at $37M

The first-time director and cast of unknowns of the acclaimed sci-fi thriller "District 9" have given Hollywood a late-summer box-office boost.

This movie still released by Sony Pictures shows, left to right, Sharlto Copley, Mandla Gaduka and Kenneth Nkosi in "District 9." (AP Photo/Sony Pictures)

(AP)

The Sony release produced by "Lord of the Rings" director Peter Jackson led the weekend with a $37 million debut, according to studio estimates Sunday.

"District 9" is the debut feature from commercial and music-video director Neill Blomkamp, who co-wrote the tale about extraterrestrials forced by humans to live in squalor in a ghetto in South Africa.

The movie built audience interest with a clever marketing campaign playing up the theme of prejudice against aliens, including posters instructing citizens to report non-humans and ads on bus benches stating that the seats are for humans only.

"Everybody was like, 'What is this?' There was a big question mark in people's minds," said Rory Bruer, head of distribution for Sony. "It did really pique their interest and drove them to the Internet and elsewhere to discover what's going on."

The previous weekend's No. 1 movie, Paramount's "G.I. Joe: The Rise of Cobra," slipped to second place with $22.5 million, raising its 10-day total to $98.8 million.

Another sci-fi tale, the Warner Bros. romance "The Time Traveler's Wife" starring Eric Bana and Rachel McAdams, opened a solid No. 3 with $19.2 million. The film joined the previous weekend's "Julie & Julia" as a choice for women, with females accounting for 76 percent of its audience.

"District 9" and "Time Traveler's Wife" led a wave of five new wide releases for mid-August, when Hollywood's summer output normally is petering out. The rush continues next weekend with another surge of new releases, led by Quentin Tarantino's World War II saga "Inglourious Basterds."

"It's getting very crowded, and it's these films that want to compete in the summer time frame but can't compete in the sweet spot of summer," said Paul Dergarabedian, box-office analyst for Hollywood.com. "Opening 'District 9' against 'Star Trek,' that would not be a good strategy. But to release it now makes sense. August is the month of opportunity for films that in other months of summer would get slaughtered."