It seems that the new Dr. Suess adaptation, “The Lorax” has surpassed expectation at the box office during its opening weekend. The film took in $70.7 million which also happens to be the biggest opening of 2012 so far (although I’m guessing that will be easily by The Hunger Games) it is also the most ever for Universal animated film. Considering they expected to bring in $40 million, I am pretty sure Universal is ecstatic with the figures.

“The Lorax” was the movie audiences definitely wanted to see. The PG-rated book adaptation from Universal and Illumination Entertainment now stands as the biggest-opening animated family film that is not a sequel. It also comfortably sits as the fourth biggest opening of all time for Universal as well as the biggest opening weekend for a movie based on a Dr. Suess Book.

Until “The Lorax” had hit theaters, the biggest opening weekend of 2012 had been set with “The Vow” which had debuted with $41.2 million. The difference is a little less than $30 million which in of itself is pretty staggering.

Part of the success that comes with family films like “The Lorax” is that larger groups of people tend to go together than any other type of film. Because of this, the numbers tend to be higher.

Universal’s head of distribution said the biggest part of the success of the film is the film itself.  The audience survey company Cinemascore gave it an “A” and the marketing campaign for the film began quite early to bring attention to it. She also stated,

“People said to me, ‘Why not open it in the summer?'” Rocco told TheWrap Sunday morning. “Why not now, when there’s a lack of family films? ‘Journey 2’ is the last one, and it is in its fourth week.”

The marketing campaign was basically flawless, if you ask me. Universal partnered with MANY companies to get their word out and endorsements for the movie. Companies, including Mazda, The Nature Conservancy, IHOP, Pottery Barn, HP and Whole Foods, to promote the film. They also used to eco-friendly message to appeal to the masses.

On opening weekend, “The Lorax” was definitely a family movie. 68% of the audience included children 12 and younger attending with their parents (or guardians). Interestingly though, the movie seems to skew to female audiences with 57% being female on opening weekend and among those who were 13 and older, 63% were female.

The film has only been open a short time but its already made back the money it cost to make it (it cost less than $70 million to make).

Chris Renaud directed the movie, which starred the voices of Danny DeVito, Zac Efron, Taylor Swift, Betty White and Ed Helms. Illumination’s Chris Meledandri produced.

Here are the weekend’s top 10 movies at the domestic box office:
“The Lorax” ($70.7 million)
“Project X” ($20.8 million)
“Act of Valor” ($13.7 million)
“Safe House” ($7.2 million)
“Tyler Perry’s Good Deeds” ($7 million)
“Journey 2: The Mysterious Island” ($6.9 million)
“The Vow” ($6.1 million)
“This Means War” ($5.6 million)
“Ghost Rider: Spirit of Vengeance” ($4.7 million)
“The Artist” ($3.9 million)

You can watch the trailer for “The Lorax” below: