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WebsiteThe shocker of the weekend was the high-school dance film "Step Up" from The Walt Disney Co., which placed second with a box office take of $21 million.
"It stepped up out of nowhere and surprised everyone," said Paul Dergarabedian, president of box office tracker Exhibitor Relations. "It was totally unexpected."
Disney flooded the Internet and music television networks with dance videos from the film, a strategy that broadened the audience from the
target female teen demographic. While 70 percent of the audience was female, about one-quarter was in the 18-24 age range, according to exit polling.