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Well, for what it's worth it received an overall "A" Cinemascore. A third party takes surveys of people leaving theaters and viewers grade the movies and by multiple demographics - gender, age and race. That is considered a great score, with A+ being the highest which rarely occurs. The movie studio knows as to whether to give up on a movie if it has a weak score or if it is a high score, they will continue to market the movie.

Also, for what it's worth, Disney never expected a super first weekend. First, it's in only about half the number of theaters a mega movie is booked, such as Spiderman, next weekend. Also, movie going between Thanksgiving and Christmas is very weak with the exception of event movies, such as Spiderman, that attracts young males. Disney knows this, of course, which is why they announced last week, they plan on keeping the movie in theaters through February. They are anticipating good word of mouth (Cinemascore of A) and movie going peaks from Christmas Day into the New Year, so they think it will have legs and do just fine in the long run. It is anticipated it will receive a large number of Oscar noms, so that will attract movie goers in February. That is the marketing plan.