News Corp.'s (NWS) Avatar is exploding like a blinding supernova at the box office. Although I have no interest in seeing it, I undoubtedly must be one of the only people on the planet who lacks the need to become immersed in the 3-D adventure. According to early estimates at Box Office Mojo, James Cameron's "titanic" cinematic beast scored another $68 million at domestic theaters over the New Year's weekend. Total so far: better than $350 million.

Time Warner's (TWX) take on a famous literary detective had to settle for second place yet again. Sherlock Holmes pulled in $38 million. Coming in third was the Alvin and the Chipmunks sequel, also released by News Corp. Indeed, there's no shortage of excitement at the multiplex.

Shareholders of News Corp. (NWS) are probably happy this Monday as two of the company's films -- Avatar and Alvin and the Chipmunks: The Squeakquel -- did very well over the three-day holiday weekend.

James Cameron's Avatar topped the charts at domestic theaters, pulling in an estimated $75 million, according to Box Office Mojo. If the project can continue to attract moviegoers in large droves, as well as propagate a lot of repeat business, then it should break even before it hits other distribution channels.

It was the weekend that everyone was waiting for. The debut of James Cameron's Avatar was an event approaching mythic dimension: Don't tell me you didn't know it was coming, because I wouldn't believe you for a nanosecond. The hype was out there, and it became a self-replicating, viral zeitgeist able to cross multiple mediums with ease. Its marketing message dominated the collective cinematic discussion, and even though it didn't possess the brand access of Time Warner's (TWX) The Lord of the Rings trilogy.

Which is why I found the domestic opening of the project quite puzzling. I thought Avatar, distributed by News Corp. (NWS), was worth a heck of a lot more than $77 million, which is what the film grossed, according to Box Office Mojo.