Superbowl Weekend allows Universal buddy comedy to make hay.

In a typically slow Superbowl Weekend, Universal’s buddy comedy held on to pole position for the third consecutive session as it climbed toward $100m.

Focus Features’ Zac Efron comedy That Awkward Moment (pictured) arrived at number three on a lacklustre $9m from 2,809 sites, while Paramount release Labor Day, Jason Reitman’s Kate Winslet-Josh Brolin drama, debuted at number seven on a disappointing $5.3m from 2,584.

Overall the top 12 generated $72.4m for a rough 5% gain on the same Superbowl weekend in 2013, which produced $68.9m.

Buena Vista’s global smash Frozen climbed two places to number two and has amassed $360m after 11 weekends.

Both Lone Survivor and The Wolf Of Wall Street have crossed $100m after six sessions. The former ranks fifth on $104.9m through Universal, while Wolf ranks ninth on $104.1m through Paramount.

Lakeshore Entertainment’s I, Frankenstein dropped four places to number 10 in its second weekend and has amassed $14.5m.

The re-released Gravity brought in a further $2m for $263.9m after a total of 18 weekends.

SPC debuted the acclaimed documentary Tim’s Vermeer in four theatres on $57,900 for a solid $14,475 site average. Oscilloscope released 12 O’Clock Boys on a middling $51,500 from 21.

This week’s new wide releases are: The Lego Movie through Warner Bros featuring an all-star voice cast; TWC’s Vampire Academy – one of the hits of the EFM last year; and Sony’s The Monuments Men, the Berlinale entry from George Clooney.

Estimated Top 10 North America Jan 31-Feb 2 2014
Film (Dist) / Est wkd gross / Est total to date

1 (1) Ride Along (Universal) UPI $12.3m $92.9m

2 (4) Frozen (Buena Vista) WDSMPI $9.3m $360m

3 (-) That Awkward Moment (Focus Features) QED International $9m –

4 (3) The Nut Job (Open Road) Red Rover $7.6m $50.2m

5 (2) Lone Survivor (Universal) Foresight Unlimited $7.2m $104.9m

6 (5) Jack Ryan: Shadow Recruit (Paramount) PPI $5.4m $38.9m

7 (-) Labor Day (Paramount) $5.3m –

8 (7) American Hustle (Sony) Panorama $4.3m $133.6m

9 (8) The Wolf Of Wall Street (Paramount) Red Granite International $3.55m $104.1m

10 (6) I, Frankesnstein (Lionsgste) Sierra/Affinity $3.52m $14.5m