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Box Office Report: 'We're the Millers' Winning Wednesday With $7 Million-Plus

We're The Millers Family - H 2013
Warner Bros. Pictures

New Line's raunchy comedy, headlining Jason Sudeikis and Jennifer Aniston, and "Percy Jackson: Sea of Monsters" are opening midweek to get a jump on "Elysium" and "Planes."

New Line and Warner Bros.' We're the Millers is winning the Wednesday box office race in North America with a projected gross north of $7 million, putting the R-rated comedy on course to earn a pleasing $35 million-plus through Sunday, according to studio insiders.

That includes $1.7 million in Tuesday night grosses.

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Directed by Rawson Marshall Thurber, We're the Millers stars Jason Sudeikis, Jennifer Aniston, Emma Roberts and Will Poulter as a fake family who smuggle marijuana out of Mexico. Ed Helms also stars in the comedy, which cost $37 million to produce and was directed by Rawson Marshall Thurber.

Some WB insiders believe We're the Millers has a shot of hitting $40 million in its five-day debut despite blistering reviews from some critics.

Opening in the No. 2 spot Wednesday is 20th Century Fox's sequel Percy Jackson: Sea of Monsters, based on the bestselling YA series by Rick Riordan. The film, directed this time  by Thor Freudenthal, is expected to gross $5 million or more for the day for a projected five-day debut north of $25 million, if not better.

Sea of Monsters cost $90 million to produce and returns Logan Lerman, Brandon T. Jackson and Alexandra Daddario in the top roles. The sequel may not match the $31.2 million opening of Percy Jackson & The Olympians: The Lightning Thief, which faced far less competition when rolling out in late February 2010.

Both We're the Millers and Sea of Monsters are opening midweek to get a jump on Disney's animated pic Planes and Sony's sci-fi epic Elysium, both of which hit theaters Thursday night.