The surprisingly strong opening of M. Night Shyamalan's "The Happening" is a further testament to Fox's marketing and distribution prowess. Some believe the R-rated horror-thriller even took business away from Marvel and Universal's "The Incredible Hulk."

Not that it should have. Film was panned by critics, and didn't exactly get rave exit polls. But people went, probably because Fox was crafty enough to release the movie on Friday the 13th. In its ad campaign, studio also made much of the fact that "Happening" is Shyamalan's first R-rated film. Hint: Don't see this movie alone.

Final weekend numbers show that "Happening" grossed $30.5 million from 2,986 theaters. That's about $10 million more than most thought the pic would do. Many snickered when Fox came aboard the project. They're probably not laughing now.