“Avatar: Fire and Ash” continues its reign at the box office, earning an estimated $24 million on Friday, according to early reports. The 20th Century Studios film maintains its lead despite competition from several new releases.

While “Avatar: Fire and Ash” dominates, other films are vying for audience attention. “The Housemaid” and “Primate” are also performing well in theaters, though not at the same level as the animated sequel. “Greenland 2” is also competing for viewers this weekend.

“Primate,” featuring a chimpanzee with rabies, is aiming to attract audiences with its horror elements. However, initial box office figures suggest it hasn't yet surpassed the popularity of “Avatar: Fire and Ash.” The success of “Avatar: Fire and Ash” marks a strong performance for 20th Century Studios, demonstrating continued appeal for the franchise.

Final weekend numbers are expected to be released on Sunday, providing a complete picture of box office performance. The current projections solidify “Avatar: Fire and Ash’s” position as the top-grossing film of the weekend.