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Jason Lee: In semi-agreement with everyone that's already piped in, I think that the trailer and (more notably) the commercials for Taken did something that no film has done successfully since Cloverfield: they used a minimal amount of film footage to allow the audience to grasp the entire hook of the film while maximizing their interest in seeing it.

David Mumpower: I too credit the trailers. While I have no idea what a Qui-Gon is, I was intrigued by the premise of an older man being an unholy terror. The Jack Bauer comment is well placed, but I think something that has been overlooked too often in recent cinema is the value of the aging tough guy. Lucky Number Slevin understood the value of this variation of storytelling. The premise that only the very best of the best survivors make it long enough to have a chance at dying of natural causes really works when done well. This trailer offered the promise that Liam Neeson could be such a character, an even more mature/wise version of Leon. Jean Reno was 46 when that film came out, while Neeson is 56. The viewer fills in how many disasters would have been averted in that additional decade of survival. It's a good premise and I'm not surprised it sold here.

Reagen Sulewski: I think it's easy to forget just how physically imposing a guy Liam Neeson is, plus 55 is the new 35. And while Neeson's never been a star, I think he's probably one of the more likable actors out there, and he's a guy who has almost always had good script selection skills. So when you combine him with a hot premise, people are willing to give him a chance.

David Mumpower: Neeson also has had an impressive body of work since the Star Wars prequel disaster. He's been the voice of Aslan, the bad guy in Batman Begins, and he was one of the brightest spots in Love Actually's several great story arcs.

It's a Brave New Super Bowl Sunday World

Kim Hollis: Do you feel that Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour and Taken have changed the playing field for Super Bowl weekend releases or do you see these as exceptions to the box office impediment of Super Bowl Sunday?

Max Braden: The Hannah Montana numbers indicate that counterprogramming for kids might work for Super Bowl weekend, but you wouldn't put your Cloverfield on this weekend. I think we'll still see cheap thrillers and comedies landing on the weekend with producers hoping to just get lucky.

Joel Corcoran: I think we're seeing a trend where movie marketing geniuses are figuring out how to squeeze movies into the spaces around Super Bowl Weekend. Films like Hannah Montana are great bargaining chips for kids ("Mom, if you and Dad are gonna watch the Super Bowl all day Sunday, can we at least go to the movies on Friday or Saturday?"), and there are plenty of people who aren't that interested in football. Or who aren't that interested in a particular Super Bowl. Finding those niche markets can lead to box office success, and make someone's marketing career, too.

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