People keep saying that but at least on OW, audiences skewed older and male. Sure, they drop harder but they also don't increase better. Let's take Skyfall for instance, which i think also skews a little older and male. It increased 90% last Friday, i'd be surprised if it increases 90% again this Friday since its Thursday week-to-week drop will probably be only around 10% (just a guess based on the good Thursday numbers so far for other movies). If Skyfall increases less than 90%, i think Hobbit will follow suit (provided Skyfall's drop is not caused by theater loss).You have to look at other movies in terms of figuring out the current market situation. And current situation is that midweek days are clearly inflated.