In the week before its release, North American pre-release tracking estimated that the film would gross between $30–$38 million, making it the number-one film during its opening weekend. Other tracking showed that up to 17% of North American audiences were reluctant to visit cinemas following the mass shooting in a Colorado cinema in late July 2012, which might affect ticket sales. "The Expendables 2" earned $10.5 million on its opening day; during its opening weekend, the film earned $28.59 million in 3,316 theaters (an average of $8,622 per theater) finishing as the weekend's number-one film. The gross was 18% lower than "The Expendables" $34.8 million opening in 2010. The largest demographic for its opening weekend was male (63%) over age 25 (65%). During its second weekend, the movie held the number-one spot with $13.4 million. By its third weekend, analysis showed that the film's gross had fallen behind the original at the same time in its release by $16 million.