A well placed pieceof counter-programming proved effective for Columbia TriStar in the UK thisweek as the company launched 13 Going On30 against Fox's I, Robot.
While it wasinevitable that the Will Smith sci-fi vehicle would triumph, the Jennifer Garnercomedy held its own to take second place. Aimed largely at the female markettraditionally less interested in science fiction titles 13 Going On 30 grossed a strong $2.2m (£1.2m), including $0.7m(£0.4m) of previews. I, Robot's $8.8m included previews of $1.3m (£0.7m).
However, the secondweek proved little better with figures of just $364,886 (£197,856) for a terriblesite average of $1,042 (£565) - the lowest average an animated film releasedthrough BVI has scored since the June 1998 re-release of The Little Mermaid on 36 screens - average $786 (£426).
Home On The Range is the latest family release after the likesof Thunderbirds, Two Brothers and