Paramount Pictures employed a unique

 Paramount Pictures employed a unique

 strategy in releasing “80 for Brady.” While many films have sought to capitalize on higher ticket prices through large-format or 3-D screenings or surge pricing, which films like “The Batman” have tried, Paramount went the other direction on “80 for Brady.” The studio partnered with exhibitors, including the largest chains, to play “80 for Brady” at matinee prices to help lure its largely older audience. (Half of ticket buyers were over the age of 55.)

It seemed to work. At a time when comedies have struggled mightily in theaters, “80 for Brady” (with a production budget of $28 million) had one of the best openings for a live-action comedy in years. Discount pricing is to continue for the rest of the film’s run.

“Avatar: The Way of Water” slid to third with $10.8 million domestically in its eighth weekend. The film’s No. 1 streak matched the run of 2009′s “Avatar.” In the last four decades, only those two by Cameron and his “Titanic” (1997) have had such sustained reigns atop the box office.