Alice in Wonderland got a good jump on its competition at the box office this weekend. Since Friday the Tim Burton twisted tale has grossed an estimated $9 mil.

However, Fox’s Diary of a Wimpy Kid is coming in a close second with a significant $7 million in revenue.

The Gerard Butler-Jennifer Aniston romantic-comedy, The Bounty Hunter grabbed a bit more money than Wimpy Kid, $7.5 mil, but considering families showed up in numbers for Wimpy Kid Friday, most are predicting the kiddie comedy will edge Hunter out for a second place finish.

Universal’s box office woes continue this week. Their sci-fi action pic, Repo Men, starring Jude Law, Forest Whitaker and Liev Schreiber, barely managed $2 million for its debut on Friday.

Here’s the question…is Universal’s marketing to blame for the lousy box office? They might want to rethink their strategy. Who are they targeting and how? TV, web, radio? Whatever the plan it doesn’t seem to be working for them. The studio has had a string of flops that include, The Wolfman and Green Zone, which both had big named talent (Anthony Hopkins, Benicio Del Toro, Matt Damon). Green Zone is currently battling it out for fifth place with She’s Out of My League (both with just under $2 million each for Friday’s take).