Disney's 'Oz' prequel scores box office gold

(From L-R) Walt Disney Studios Chairman Alan Horn, actress Abigail Spencer, actor James Franco, actresses Mila Kunis, Michelle Williams, Joey King, Rachel Weisz, actor Zach Braff, producer Joe Roth and director Sam Raimi pose for a picture at the premiere of the Disney movie "Oz the Great and Powerful" at the El Capitan Theatre in Hollywood, California February 13, 2013. [Photo/Agencies]

There was no place like "Oz" at the weekend box office.

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Walt Disney Co's big-budget 3D movie "Oz the Great and Powerful" amassed $80.3 million in US and Canadian ticket sales, the biggest domestic debut of 2013. The prequel starring James Franco added $69.9 million in international markets, Disney said, for a combined $150.2 million opening around the world.

"Oz" dominated all other movies over the weekend, according to studio estimates released on Sunday. Another family film, "Jack the Giant Slayer," finished a distant No 2 with $10 million domestically during its second weekend. Melissa McCarthy comedy "Identity Thief" landed third with $6.3 million from Friday through Sunday.

The opening numbers for "Oz" provided a strong start for the $200-million production, a prequel to 1939 Hollywood classic "The Wizard of Oz". The movie stars Franco as a small-time magician who is whisked by hot-air balloon to a magical land where he is mistaken for a wizard. Michelle Williams, Mila Kunis and Rachel Weisz play three witches the wizard encounters on his journey.

Disney spent up to $100 million on a marketing campaign that featured the cross-country tour of a bright blue, Oz-themed hot-air balloon, a commercial during the Super Bowl, and movie-related fashions sold on shopping channel HSN. [ID:nL1N0BRAKB]

The expensive gamble paid off as families turned out to see the story of how the famous wizard came to lead the colorful land of Oz.