Box Office: 'Frozen' Sing-Along Hits High Note in Friday Matinee Sales

UPDATED: Super Bowl weekend could see a close race among the animated hit, holdover "Ride Along" and new comedy "That Awkward Moment."

Disney's hit Frozen continues to make headlines in its 10th weekend in nationwide release as a new sing-along version of the film sparks renewed interest among moviegoers.

According to early Friday matinee returns, Frozen is No. 1 at the North American box office, where the sing-along is rolling out in 2,057 theaters. (The film's total location count is 2,754.)

The Frozen sing-along has been the No. 1 seller on movie ticketing service Fandango for three days, outpacing new entries That Awkward Moment and Jason Reitman's Labor Day. It's also Fandango's top-selling animated film of all time, since the company launched 13 years ago.

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According to a Fandango-commissioned survey of 1,000 tickets buyers, 75 percent have already seen the animated blockbuster at least once, while 52 percent have seen it twice. More than half of those polled identified "Let It Go" as their favorite song (55 percent), followed by "Do You Want to Build a Snowman" (21 percent) and "For the First Time in Forever" (9 percent).

Universal holdover Ride Along could win Super Bowl weekend overall with a gross in the $12 million range, putting the film's total north of $90 million. But it could find itself in a close race with Frozen and Awkward Moment, followed by holdover Lone Survivor and Labor Day.

Instead of trying to compete directly with Sunday's big football game, Awkward Moment and Labor Day are going after females. 

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Awkward Moment -- marking the first release from Focus Features under Peter Schlessel's rule -- hopes to entice younger women intrigued by Zac Efron, Miles Teller and Michael B. Jordan, who play three best friends facing pivotal points in their respective relationships.

The R-rated indie comedy is poised to open in the $10 million to $12 million range, a solid start considering the movie's $8 million budget. Schlessel acquired rights to Awkward Moment for roughly $1.5 million when he was running FilmDistrict and brought the title with him to Focus.

Directed and written by Tom Gormican, Awkward Moment opens Friday in 2,809 theaters and is targeted at women between the ages of 17 and 34.

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Labor Day, launching in roughly 2,500 theaters, is tracking best among women over the age of 45. The drama, expected to open in the $6 million to $8 million range, stars Kate Winslet, Josh Brolin, Gattlin Griffith and Tobey Maguire.

From Paramount and Indian Paintbrush, Labor Day cost $18 million to make. It's the first time that one of Reitman's movies has opened nationwide; the rest have all opened in limited runs before slowly expanding. Labor Day, about a woman and her son who bring a stranger home over the holiday, was originally supposed to debut in theaters late last year, but its release was pushed back.

On Wednesday, Frozen raced past the $350 million mark at the domestic box office, pushing its worldwide total north of $812 million.

The soundtrack, featuring the movie's nine songs, is also doing blockbuster business and returned to No. 1 on the  Billboard 200 in the week ending Jan. 26. Frozen is the first soundtrack since High School Musical 2 in 2007 to spend at least three weeks at No. 1.