Ghostbusters Box Office Declines, Yet Still Meets Expectations

So the latest Ghostbusters franchise is exceeding studio expectations in its third weekend, bagging $10M, declining to seventh place but not out of the top ten, for a cumulative box office of $106M; likewise, the early reports are that the toys are selling well (though whether that holds up after the cubicle dwellers all have theirs remains an open question). I still don't plan on seeing the thing unless it hits cable or something; Mollie Hemingway's question of whether Sony tanked the film's marketing intentionally, in my mind, remains both relevant and insightful.