NEW YORK -- Having unsuccessfully challenged the MPAA's R rating, the distributors of Michael Moore's "Fahrenheit 9/11" complained Monday that the MPAA had nixed a quote from critic Richard Roeper that they wanted to use in the film's ad campaign: "Everyone should see this film." Given the restrictive nature of the movie's R rating, the MPAA disallowed the "everyone should see" line.

"Fahrenheit" beat the already optimistic estimates of its distributors, attracting even more ticket buyers than predicted over the weekend. Its final tally set the documentary's three-day gross at $23.9 million, 9% better than Sunday's estimate of $21.8 million.

Having collected $24.1 million to date -- more than any other docu that isn't a concert film or a large-format feature -- "Fahrenheit" continued to court controversy as its distributors, Lions Gate Films, IFC Films and Bob and Harvey Weinstein's Fellowship Adventure Group, once again butted heads with the MPAA.

"Fahrenheit" print ads over the weekend included an edited Roeper-attributed quote that read: "A powerful, fascinating piece of filmmaking. ... See this film!"

Lions Gate Films Releasing president Tom Ortenberg said Monday that the words "everyone should see this film" "expressed the urgency and impact that we're trying to convey to consumers."

In response, MPAA head Jack Valenti held a conference call Monday with Roeper, his TV reviewing partner Roger Ebert, who also gave the films a thumbs up, Ortenberg and IFC Entertainment president Jonathan Sehring in which, sources said, the critics and executives argued that the quote should be allowed.

The MPAA was not persuaded and stuck to its decision. Responded Harvey Weinstein: "Everyone knows that Richard Roeper did not call for anyone to violate the R rating, and this ruling is a huge disservice to the public."

In fact, there were anecdotal reports that some theater managers refused to enforce the R rating that puts the film off-limits to children under 17 unless accompanied by parent or adult guardian.

At Oakland, Calif.'s Grand Lake Theater, owner Allen Michaan decided not to enforce the R rating. He is following the same policy as the Park Theatre in Lafayette, Calif., and the Orinda Theatre in Orinda, Calif., where the movie will open Wednesday.

"I really felt that the R rating was totally uncalled for in this picture," Michaan said. "The language it's citing is what kids hear in their music all the time. The images can be seen on the evening news. My wife and I made a conscious decision to defy the R rating.

"Ironically, we are the toughest theater in the East Bay when it comes into getting into an R-rated movie. We actually enforce the ratings system vigorously, but I felt this was political censorship and I couldn't support it," Michaan said. "I don't know how much of an effect it's had on the film, but I think as the weeks go on and the crowds lessen, we'll see more young people coming in."

After the MPAA upheld its R rating last week, Moore quipped that underage kids should go ahead and sneak in anyway.

"I can speak to my own 17-year-old son's experience," IFC's Sehring said of the underage flap. "He saw it with friends, and some of them weren't 17 and they got in."

Ortenberg added: "I'd say that the history books are littered with (stories) of kids trying to get into (R-rated) movies."

MPAA spokesman Rich Taylor said: "Since the beginning of time, kids have been trying to circumvent the (system) and see (R-rated) movies. That doesn't seem like anything unusual or unique. But they also usually find themselves greatly frustrated because enforcement is so good across the board."

The MPAA does not oversee enforcement of its ratings guidelines, which is left to theater owners.

"Fahrenheit" will increase its run to 1,500 screens this week. Sources have indicated that the film will ultimately hit as many as 2,000 screens, and Ortenberg sees "Fahrenheit" penetrating the under-25 audience as "the film becomes more of a national phenomenon."

In the meantime, the left-leaning advocacy group MoveOn.org was determined to keep the film's momentum alive past opening weekend by organizing a conference call between Moore and 30,000 of its members Monday evening. The call was slated to connect 2,300 homes nationally, according to MoveOn.

" 'Fahrenheit 9/11' has stimulated a conversation in households across America about (the current) administration's decisions and actions," MoveOn executive director Eli Pariser said in a statement. "Our house parties will provide (our members) with more information and give them tools they need to help educate and motivate others."

Nicole Sperling in Los Angeles contributed to this report.