Looks like there's a limit to Madoka Magica's mainstream appeal, or at least theater owners' expectations for that appeal. The first movie, Puella Magi Madoka Magica the Movie Part I: The Beginning Story opened in seventh place in the Japanese box office, behind the release of CG Dr. Seuss adaptation The Lorax and the Happy Science religious group's latest anime feature, The Mystical Laws.
Industry commentators still give Madoka Magica some props, noting that it had a respectable take considering it started with a handicap, opening on 43 screens compared to Mystical Laws' 208 and the Lorax's 528.
The complete top 10 for 10/6～10/7 included:
1. Outrage Beyond
2. Bayside Shakedown: The Final
4. The Mystical Laws
5. Resident Evil V: Retribution
6. The Lorax
7. Madoka Magica
8. The Bourne Legacy
9. Atarashii Kutsu wo Kawanakucha
10. Hunger Games