From THR:
Good Friday is turning out to be excellent for the movie business, with Rio continuing to soar and new entry Tyler Perry’s Madea’s Big Happy Family off to a solid start.
The surprise is Water for Elephants — starring Reese Witherspoon, Robert Pattinson andChristoph Waltz — which is overperforming in early business at the domestic box office.
(…)
Heading into the weekend, Fox 2000’s Water for Elephants was projected to post an opening weekend gross of between $13 million to $15 million.
Water, based on the bestselling book by Sara Gruen, has been gaining momentum in recent days, particularly among younger females, and has every chance now of doing more business. The film’s strongest demo, according to tracking, is older women.
Read the full article at the source.
Thinking of Rob 
So what counts as “older” women? Over 40? I suppose old enough that this story is so beloved because it’s the story of our grandparents’ generation.