Sony (NYSE: SNE) had a great weekend at the domestic box office. According to Boxofficemojo, two of the company's film products, Paul Blart: Mall Cop and Underworld: Rise of the Lycans, came in first and second, respectively, on the movie charts. This is the second weekend in a row at the top for Blart, and early estimates available at the time of this writing credit the comedy with $21.5 million for the three-day period. Underworld so far seems to have about $20.5 million in the bank, but whereas these are estimates, the numbers and rankings could change.

You've got to praise Sony for the marketing campaigns behind both features. The fact that Underworld virtually made as much as the more accessible comedy is pretty impressive to me. Those Underworld commercials were on all the right channels, and I bet they hit the demo that's still riding high from the success of Summit Entertainment's Twilight perfectly (in case you're not familiar, both pictures feature vampires). Twilight has so far grossed well over $180 million.

Time Warner's (NYSE: TWX) Gran Torino came in third, and Viacom's (NYSE: VIA) modest performer, Hotel for Dogs, was fourth. That latter picture has barked up (it's a tradition in the trade to use goofy puns when covering box-office results, sorry) a total of approximately $37 million at this point. Not too great, to be honest. But News Corp.s (NYSE: NWS) Slumdog Millionaire is moving up in the ranks thanks to the Oscar nominations surrounding it and a wider release pattern. It increased in rank to fifth place and has achieved a total tally of $56 million. Look for this one to hit $100 million.

Oh, well, can't win 'em all. I thought Lions Gate Entertainment (NYSE: LGF) had a pretty good chance of being on top this past weekend with My Bloody Valentine 3-D. Unfortunately, it was not to be. The honors, according to early estimates at Boxofficemojo, go to Sony's (NYSE: SNE) Paul Blart: Mall Cop, a movie that does indeed look hilarious. Blart took in more than $33 million at domestic theaters.

Now, the race for slots two, three, and four are close as I write this. Time Warner's (NYSE: TWX) Gran Torino, Valentine 3-D, and News Corp.'s (NYSE: NWS) Notorious are credited with box-office hauls of $22.2 million, $21.9 million, and $21.5 million, respectively. As can be seen, the rankings could easily change when final figures are computed, but it shows just how competitive the weekend was, and how Lions Gate maybe should have tried a bit harder with its marketing campaign.

It's not that the studio necessarily needed to spend more money, it's just that maybe those in charge of selling the film could have been smarter about the ways in which they invested their ad budget. Even if being number-one wasn't in the cards for the horror flick, Valentine 3-D could have at least been a decisive second-place finisher. Still, I concede that Blart simply could have been too much competition. Really, the whole idea of parodying the profession of the mall cop would definitely appeal to the same demo as a murderous miner would. (As a side note, not long ago, I saw a mall cop on a Segway for the first time; it indeed is a humorous sight to behold.)

I expect that Valentine 3-D will see a decline of at least 50% next weekend. It's the typical pattern for a horror film, unless there's something particularly compelling about it. In this case, I don't think there's any differentiating element to the concept/plot that would predict better staying power. Plus, we can look to General Electric's (NYSE: GE) The Unborn, released by GE-owned Universal, for guidance. That project, which hit the market last weekend, grossed roughly the same amount in its debut frame as Valentine 3-D did in its opening weekend. This weekend, Unborn is down 50%, and it dropped from third place to seventh. This is why I'm such a stickler about big opening weekends, and why I'm critical when a studio doesn't do as well as it perhaps should have. You need to start from as high a level as possible so that 50% drops don't mean as much. I'm sure institutions invested in Lions Gate share my opinion on that count. We'll have to wait and see what the raging miner does next week...

Disclosure: I own GE; positions can change without notice.

Clint Eastwood's box-office day was made this past weekend. According to Boxofficemojo, his film Gran Torino, distributed by Time Warner (NYSE: TWX), was number one at domestic theaters. The film, which saw a much wider release this week, took in $29 million. That was $8 million more than the movie in second place, News Corp.'s (NYSE: NWS) Bride Wars, starring Kate Hudson and Anne Hathaway. Gran Torino has banked about $40 million at this point. Eastwood may be old, but he's still relevant. Good going, Dirty Harry.

As interesting as the above is, I'm actually more interested in the film in third place. And I'd be willing to bet that Lions Gate Entertainment (NYSE: LGF) shareholders are interested in it as well. That's because The Unborn, distributed by General Electric's (NYSE: GE) Universal, is a horror film that did much better than I expected. I heard bad word of mouth about the project, but it actually grossed more than $20 million. Lions Gate will be releasing My Bloody Valentine 3-D next weekend, and I think the performance of The Unborn may improve that film's chances.

Lions Gate, as we all know, is a studio that has a reputation for being an expert in targeting slick (as well as sick) slashers at young people. I want to see this remake, but I'm not interested in the whole 3-D aspect, I couldn't care less. I know, though, that perhaps the older teens will care. Still, I do hope the studio made sure that there's quality to back up the gimmick. If there isn't any, then it will quickly fade from the multiplex.