'Puss in Boots' expected to pounce on B.O.

"Puss in Boots" opens day and date in the U.S. and Russia. The family market, underserved in the past five weeks, could bring big Halloween-weekend B.O. for Paramount-DreamWorks Animation's 3D toon "Puss in Boots." Just how big the take is will depend on whether the film can extend its pawprint to auds beyond parents and tykes. Par expects a bow for "Puss" at around the mid-$30 millions, though other B.O. pundits say the film could reach somewhere north of $40 million. Also bowing wide, 20th Century Fox's high-concept actioner "In Time" opens at 3,122 locations, while R-rated Johnny Depp starrer "The Rum Diary" launches today at 2,272 Stateside engagements via FilmDistrict. Pre-weekend tracking suggests "In Time," pegged for a $12 million-$15 million opening, has an edge over "Diary," which likely will settle at between $8 million and $11 million through Sunday. Sony will see how effective its scaled-back release plans for Roland Emmerich's "Anonymous," which launches at 265 locations, turn out to be. The studio decided early last week to bow the film in limited release instead of going for a wide rollout. Overseas B.O. will looks to be dominated by "The Adventures of Tintin: The Secret of the Unicorn," following Paramount and Sony's early launch of the film abroad (see separate story). Par is launching "Puss" day-and-date with the U.S. in Russia, where 3D toons, particularly the "Shrek" franchise, have delivered big box office. The "Shrek" spinoff, budgeted at $130 million, should have considerable Stateside success. The film is poised to surpass previous Halloween weekend record holder "Saw III," which bowed in 2006 with $33.6 million domestically. Though Halloween usually isn't a very big weekend at the box office, the holiday falls on a Monday this year, freeing up trick-or-treaters to visit plexes, though pre-Halloweeen activities will still occupy families. A five-week drought of fresh family fare also bodes well for "Puss." The last family film to bow in the U.S., "Dolphin Tale," opened to $19.2 million, the same weekend as Disney's 3D retrofit of "The Lion King," which won in its second outing with $21.9 million. That pic far exceeded industry expectations during its debut frame, scoring north of $30 million and amassing almost $93 million to date. Both "Lion King" and "Dolphin Tale," with a cume of $65 million, benefited from a lack of family product in the market, as did DreamWorks' "Real Steel," which has taken in nearly $70 million since its Oct. 7 bow. It's unclear how much 3D screenings will boost overall totals for "Puss," launching at 2,827 3D locations, or 72% of its total 3,952 engagements. "Lion King" earned 91% of its opening from 3D, though that pic was marketed as a 3D event. "Puss" likely will see a similar or slightly better opening 3D share as "Dolphin Tale's" 50%. Mostly positive early reviews could help the DWA toon broaden to adult auds. Fox's "In Time," budgeted at around $40 million, has strongest interest among older men over 25, with additional support from both men and women under 25. From writer-director Andrew Niccol, "In Time," starring Justin Timberlake and Amanda Seyfried, tells the story of a near-futuristic society where its citizens don't age past 25. Pic will have to compete for teenage auds with Par's soph-sesh holdover "Paranormal Activity 3," which bowed above expectations at $52 million. "Rum Diary," which FilmDistrict acquired rights to last spring, cost a reported $45 million, produced by GK Films. Based on Hunter S. Thompson's semi-autobiographical novel, "Diary" should attract fans of Depp as well as readers of the late renegade journalist. FilmDistrict pre-screened "Diary" aggressively in college towns, including Austin, Texas, and Berkeley, Calif. In limited release, Par is launching Sundance's grand jury winner "Like Crazy" via the studio's Par Vantage label. Pic opens today at four locations in NY and L.A., with a soph-sesh expansion into the top 10 U.S. markets. Fox Searchlight, meanwhile, expands "Martha Marcy May Marlene" to 32 locations after a successful launch last weekend. Wall Street-themed thriller "Margin Call," from Roadside Attractions, is broadening to 140 playdates, more than double the pic's opening count. Contact Andrew Stewart at andrew.stewart@variety.com