Aug 17 (IBNS) Sony Pictures’ low-budget sci-fi on the apartheid District 9 has stunned everyone over the weekend by steamrolling past the competition on the way to a $36.9 million debut.

According to LA Times, it was much better than the expected $20 million range predicted in the US.

District 9 was independently financed with a budget of $30 million and was produced by Peter Jackson and directed by Neill Blomkamp.

The effective marketing campaign, which included posters for the movie all around major cities warning of alien activity, hyped and created an air of mystery around the movie and at the end turned out to crucial in its box office earnings.

The Saturday box office for “District 9” dropped only 10%, a sign that this one might have a reach beyond the so-called fanboy audience although for now that is who is primarily driving ticket sales. Sony said 64% of the audience for the R-rated “District 9″ was male and 57% were over the age of 25.

“You could feel the ground moving,” said Rory Bruer, president of worldwide distribution for Sony Pictures. Bruer expects “District 9″ to expand beyond its male base in the days ahead.

“It absolutely will. There is a tremendous amount of emotion in this film that women will embrace,” Bruer said.

Other major releases weekend, Warner Brothers’ The Time Traveler’s Wife came in third place behind “District 9″ and a fading “G.I. Joe” to take in $19.2 million.