UPDATE 1:43 PM: Walt Disney Pictures Cinderellaaccording to industry estimates, is looking at an excellent $22.5M first Friday putting it on track for an opening that’s just under $70M at $69M at 3,845 playdates. While that’s a fantastic opening, March has some tall opening records and that type of FSS would put Cinderella as the month’s sixth-highest opening. The top three March weekend openers are The Hunger Games ($152.5M), Disney’s Alice In Wonderland ($116.1M) and the studio’s Oz The Great And Powerful ($79.1M).

Warner Bros. Liam Neeson-Ed Harris R-rated action thriller Run All Night is a shoo-in for second place with a first Friday of $4.25M at 3,171 theaters and a FSS of $12.5M (all Friday figures are inclusive of previews).

Sony/Media Rights Capital’s Chappie is looking to slide 54% in its second frame with an estimated $6.1M over the weekend and a Friday of $1.6M on 3,201. 10-day total cume by Sunday should be $23.7M.

20th Century Fox’s Kingsman: The Secret Service is still riding tall. Industry estimates see it at $1.57M for Friday at 2,635. Pic crossed $100M on Wednesday, becoming the fourth release to do so behind American Sniper ($338.6M), Fifty Shades Of Grey ($158.5M) and The SpongeBob Movie ($150.6M). It’s eyeing a $5.7M-$5.8M FSS with a running cume of over $106M by end of Sunday.

Warner Bros. Focus is being projected at $4.9M in its third weekend with a third Friday of $1.43M at 2,855.  Total cume by Sunday should land at $43.1M.

Fox Searchlight’s The Second Best Exotic Marigold Hotel is tracking at a $1.4M Friday at 2,022 for a second weekend of $4.87M and an estimated 10-day cume of $17.2M.

PREVIOUS, 8:12 AM: Disney’s Cinderella posted a great $2.3M in Thursday preview shows, a figure that outstrips the preview takes of a number of Disney family titles including November’s Big Hero 6 ($1.4M) and 2013’s Oz The Great And Powerful ($2.09M). Cinderella even held her own against the Thursday preview B.O. of some family summer titles, coming close to rivaling the first numbers for Disney/Pixar’s Monsters University ($2.6M) and beating Universal’s Snow White And The Huntsman ($1.6M). The studio is expecting Cinderella to gross between $50M-$60M this weekend, with most analysts seeing $55M as its final FSS haul.

Currently, the Kenneth Branagh-helmed tale is tracking in the low 90s with women under and over 25 in total awareness. The film is also a solid first choice for both demos. Cinderella is already certified fresh on the Tomatometer at 83%.

run all night 2Warner Bros.’ Liam Neeson R-rated shoot-em up Run All Night in its Thursday previews collected $455K. That figure is a little more than half of what Will Smith’s R-rated Focus rang up on its Thursday ($839K) two weeks ago and about a third of what Taken 3 collected in its preview night ($1.6M). Run All Night is looking to make in the mid to high teens this weekend, an opening that is potentially higher than Neeson’s last R-rated outing A Walk Among The Tombstones ($12.8M).

Run All Night per industry tracking is currently showing its strongest total awareness and first choice among men over 25. It currently has a 56% Rotten Tomatoes score which is almost as good as what Non-Stop earned last year (60%) and better than what Taken 3 (10% rotten) was graded.