Dr. Seuss sizzles at Friday box office

Universal's 'The Lorax' is on the right track for $16 million Friday along with a mid-$50 million weekend.Universal's "The Lorax" is getting within the eco-friendly from the gate, using the three dimensional animated family pic on the right track for any $16 million haul on Friday along with a boffo weekend gross within the mid-$50 millions, based on early B.O. estimations.In line with the 1971 Dr. Seuss book, Illumination Entertainment's "Lorax," featuring the voices of Danny DeVito, Zac Efron and Taylor Quick, has got the possibility to upstage "Wretched Me" ($56 million) as Illumination's biggest opening ever and may best "The way the Grinch Stole Christmas ($55 million) because the greatest-grossing Dr. Seuss bow of-time."Lorax," created by Illumination founder Chris Meledandri for $70 million, produced strong pre-release responses from global audiences as the studio joined with several eco-friendly sponsors to tie in to the film's tree-friendly theme, such as the Environmental protection agency, H . P ., Seventh Generation and Mazda.This weekend's other era, Warners' "Project X," is monitoring within the mid-teens for that weekend having a Friday take of nearly $six million. B.O. commentators stated the R-ranked senior high school party pic, created by Todd Phillips, often see an uptick from nightly tests in addition to person to person among its twentysomething demo. "Project X" had already cumed $1.15 million in Thursday night time runs.Meanwhile, last week's B.O. victor, Relativity Media's "Act of Valor," is not far behind in third place. The Navy Closes actioner, which required the very best place with $25 million last week, is on the pace toward $13 million-$14 million for that frame.The Weinstein Company's "The Artist," riding a likely bump from the win as well as picture finally Sunday's Oscarcast, expires 43% from last week and really should gross roughly $4 million-$5 million for that weekend.The relaxation from the week's top holdovers -- "Safe House," "Good Deeds" and "Journey 2" -- are neck and neck and likely to fall within the under-$7 million range for that weekend, based on estimations. Contact Stuart Oldham at stuart.oldham@variety.com