FIRST BOX OFFICE: Puss In Boots #1, Paranormal Activity 3 #2, In Time #3, The Rum Diary #4, Footloose #5

FRIDAY PM UPDATE: Sources are giving me these early North American box office numbers which will be refined later in the evening. DreamWorks Animation’s leader Puss In Boots distributed by Paramount is poised to break the Halloween weekend record. The Shrek spinoff’s opening is in line with 2011′s other non-summer animated 3D hits like Rio ($39m) and Rango ($39M).But one rival studio exec snarked to me tonight, “What will DWA think about an opening in the $30sM? Dunno, but it could be more like Puss In Cement Boots.” Fox’s sci-fi thrillerIn Time with Justin Timberlake and Amanda Seyfried is soft considering the wide release. (It’s clear now that Justin, while talented, is no movie star.)Whereas FilmDistrict’sThe Rum Diary withJohnny Depp is performing light as expected.Didn’t he make this movie before and wasn’t it called Fear And Loathing? (“Yes, with the same hungover result. Ouch,” one rival studio exec reminded me.) Full analysis coming. Here’s the Top 5 for now: 1. Puss In Boots (Dreamworks Animation/Paramount) NEW [3,952 Theaters] Friday $9.3M, Estimated Weekend $37M 2. Paranormal Activity 3 (Paramount) Week 2 [3,329 Theaters] Friday $7M (-70%), Estimated Weekend $20.5M, Estimated Cume $73M 3) In Time (Fox) NEW [3,001 Theaters] Friday$4.5M, Estimated Weekend $13M 4) The Rum Diary (FilmDistrict) NEW [2,272 Theaters] [2,272 Theaters] Friday$2M, Estimated Weekend $6M 5) Footloose (Paramount) Week 3 [3,224 Theaters] Friday $1.8M, Estimated Weekend $5.5M, Estimated Cume $38M