Sam Raimi’s thrilling Send Help (read our review) is doing something rare at the box office by holding steady with almost no drop off in its third weekend of release.

The last time I can recall a holdover this insane is when I handled the release of Damien Leon’s Terrifier 2, which added theaters and dominated the box office for several weeks, all the way through Halloween.

Now, Send Help is holding over in a big way, adding another $8.9M (-1%) this weekend and $10.7M over the 4-day stretch,...