The film opened on approximately 5,300 screens at 3,395 locations, with 2,042 locations being 3D-enabled theaters. On July 28, 2011, Exhibitor Relations predicted "The Smurfs" would rank third its opening weekend with $24 million, but analyst Jeff Bock added that the film "could be a dark horse and do better than expected". That same day, John Young of "Entertainment Weekly" predicted a $32 million opening and a second-place ranking behind "Cowboys & Aliens". He also stated that the ticket service Fandango reported that the film was leading in ticket sales. "The Smurfs" came in number one on Friday making an $13.2 million, ahead of "Cowboys & Aliens" $13 million. According to Sony's research, 65% of "The Smurfs" audience was parents (40%) and their children under 12 years old (25%). Overall the audience breakdown was reported as 64% female and 55% age 25 years and older.