Samuel Goldwyn Films' Fireproof far surpassed industry expectations to place #4 at thebox office for the weekend. The film opened on 839 screens grossing $6,804,764 with a per screen average of $8,111, making it the highest opening weekend boxoffice (non 3D Hannah Montana) of the year for films released on 1,000 screens or less.

With an all-volunteer 1,200 person cast and crew, Fireproof, directed by Sherwood's Alex Kendrick and written by his brother Stephen Kendrick, stars Cameron and newcomer Erin Bethea in a story about a firefighter who must learn how to rescue his own marriage.

To promote the Christian-based film, Goldwyn, Provident Films and Sony Pictures Home Entertainment's Affirm Films unit worked together to devise and execute a marketing strategy to blend traditional theatrical marketing with an aggressive grassroots and faith-based outreach. Provident held screenings across the country and provided resources and materials for pastors and churches to spread the word about the film. Through its vast network and databases, Provident created opportunities for them to bring the film to their respective areas and generate excitement within their communities.

They also encouraged communities across the U.S. to use the film as a tool to support local firefighters, police, and other first responders' groups with divorce rates up to 90 percent. As churches, individuals, and groups sent first responders and their spouses for a night at the movies, volunteer babysitting brigades freed up couples to go. Parents bought tickets for their married children. Churches bought tickets for members and used the movie to kick off marriage courses.

As a result, advance sales were high, accounting for 40% of all Fandango sales as of Friday morning. In the week prior to opening, Fireproof had pre-sold more than $1 million in tickets, far above predicted blockbusters.

"Opening weekend turnout is a testament to grassroots marketing," said Provident Executive Vice President Ben Howard. "We spent nine months getting this movie and its message to the right people ... now it's charging away on its own momentum."

A book entitled The Love Dare (http://www.bhpublishinggroup.com/lovedare), originally a plot device in the film until audiences repeatedly requested copies for themselves, also debuted this weekend having pre-sold 600,000 copies. Written by the Kendrick brothers who also made the film, The Love Dare finished the weekend at #12 on Amazon.com and is currently in its seventh printing.

Goldwyn plans to expand the release of the film over the upcoming weeks to more than 1,000 screens.