Saw 3D earned $24.2 million this weekend, earning $10 million more than Saw VI did last year. It did so well by capitalizing on a pair of gimmicks.

First and foremost, the film was shot and released in 3D and the advertisements branded the new film as a completely new and exotic movie-going experience. Second, 3D was being billed as the final installment in the Saw series.

This raised a number of questions about how the franchise would end, undoubtedly raising interest and bringing people to the theaters this weekend.

Although Saw opened well this weekend, it didn’t come close to Paramount’s Paranormal Activity 2. The second installment in last year’s breakout film earned $40.7 million in its opening weekend and $20 million this weekend.