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Reagen Sulewski: They did a great job of getting out there with a tremendous series of ads that really sold the disturbing and creepy elements of their film. It's probably too bad that horror audiences want to be shocked more than scared these days, which puts a lid on this type of horror film, but it compares well across other films like it, and proves that there may be life after Saw for James Wan.

Edwin Davies: It's somewhat lower than I would have expected, given that - aside from Hop - there haven't been that many horror films released recently (he's a talking rabbit that poops candy, how is that not the most disturbing thing ever conceived?) and the involvement of James Wan, Leigh Whannell and Oren Peli gives it a certain pedigree, but for an incredibly low-budget film (it cost only $1.5 million, just $300,000 dollars more than the first Saw film) from a new distributor, this is a terrific result.

It's also worth considering that even though Wan was one of the chief architects of the most successful horror franchise of the last 20 years, his work as a director away from that franchise has not been hugely successful. By this time next week, Insidious will have outgrossed Death Sentence ($16.9 million domestic finish) and will be closing in on Dead Silence ($22.2 million domestic finish), so if anything, this result is his best since the original Saw.

David Mumpower: You know who is completely taken aback by this result? CBS Films. They've distributed five films thus far and none of them has done as well as FilmDistrict's debut. For that matter, Summit Entertainment must be equally as jealous. Other than Twilight and Step Up, they did not have this sort of success during their first five years. Stating the obvious, this is a very impressive result for a relatively unheralded title, albeit one with exceptional bloodlines. I don't think it's a stretch to say that this performance has a solid chance of making our list of the top film industry stories of the year. It's that remarkable.

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