"UNKNOWN" IS KNOWN FOR TAKING TOP SPOT AT BOX OFFICE

Still from Unknown

In a v. evenly-matched race at the Box Office this weekend, Warner Bros.' Unknown winds up taking the top spot. The Thriller starring Liam Neeson and Mad Men's January Jones, despite mixed reviews overall (56% on Rotten Tomatoes' Tomatometer) will bring in $21.8 million by end of weekend.

Disney's I Am Number Four takes second spot. Starring real-life Couple Alex Pettyfer and Glee's Dianna Agron, the Action/Fantasy brought in $19.5 million in its opening weekend. There is talk of this developing into a Franchise and clearly there's a demand for it among Movie-goers.

Following closely in third is Gnomeo & Juliet 3-D with $19.4 million for eOne Films/Summit Entertainment. The Animated Feature set to the music of Elton John, debuted in third also last week, holding steady despite a 23.4% drop.

Adam Sandler and Jennifer Aniston's Just Go With It slips to fourth this weekend with $18.2 million, after denying Justin Bieber's Never Say Never 3-D top spot last weekend.  To date it has earned $63.5 million, well on its way to recouping its $80 million production budget for Sony Pictures.

Big Mommas: Like Father, Like Son in my opinion didn't need to made at all, but the latest installment of the Martin Lawrence franchise debuts in fifth with a not-too-shabby $17 million. One thing is clear - people love seeing Black Men in Drag as evinced by the success of this and Tyler Perry's wildly successful Madea Films.

JUSTIN BIEBER'S "NEVER SAY NEVER" LANDS ON TOP OF BOX OFFICE FRIDAY NIGHT

Justin Bieber in Toronto - February 2011

Congratulations to Justin Bieber who last night topped the Box Office with over $12.5 million in Ticket Sales from his Motion Picture debut, Never Say Never 3-D.  Although impressive, industry insiders are predicting that by Sunday, the Film will slip to second with Adam Sandler/Jennifer Aniston's Just Go With It expected to take top spot.  The Sandler Romantic-Comedy placed second last night with $9.7 million earned.

I would have to go against what these insiders are predicting.  Sunday traditionally is a day which Families come out in hoards to the theatres and I wouldn't be surprised if Bieber actually takes it all this weekend.  We'll see tomorrow....

Bieber's Film directed by Jon Chu, has actually received pretty strong reviews with Rotten Tomatoes listing it at 63% on the Tomatometer.  Just Go With It unanimously has received negative reviews, a much lower 18%.

For my coverage of the Toronto premiere of Never Say Never, click here.

UPDATE:  It was a close finish this weekend as Just Go With It just edged out Never Say Never by a hair.  The former brought in $31 million while the latter earned $30.2 million.  One can't say that Bieber didn't try hard, running an incentive on Twitter which awarded some lucky Fans a date with him should they order tickets through MovieTickets.com.

Elton John-produced Animated Feature Gnomeo & Juliet placed a respectable third for Summit Entertainment with $25.5 million.  The Eagle starring Channing Tatum and Jamie Bell, placed a distant fourth with $8.6 million - perhaps not the best weekend to open.

(Photo credit: Mr. Will-W.)