'Kingsman' set for $40m opening weekend in the US

'Kingsman: The Secret Service' opened in the US this Valentine's Day weekend, pitted against erotic juggernaut 'Fifty Shades of Grey' - and it did incredibly well! Playing at 3,204 locations, the comic book adaptation opened to an estimated $35.6 million, which is in the same ballpark as recent action movies Taken 3 ($39.2 million) and The Equalizer ($34.1 million), according to Box Office Mojo.

For the long President's Day weekend, it is estimated that it will wind up at over $40 million, which trounces past President's Day titles like 'The Wolfman', 'Constantine', 'Jumper' and 'A Good Day to Die Hard'.

Fox's decision to schedule 'Kingsman' against 'Fifty Shades of Grey' raised some eyebrows, but in hindsight this seems like a particularly savvy move: by providing such a stark contrast, the movie wound up being the de facto counter choice over the holiday weekend.

Kingsman received a "B+" CinemaScore, which aligns nicely with its 71 percent rating on Rotten Tomatoes. The movie should hold decently in the coming weeks, and has a solid chance of ultimately reaching $100 million.

Read the full weekend round up at Box Office Mojo.