The adaptation proved effective counterprogramming to "Iron Man 3" by drawing an audience that was 59% female, according to exit polls.

WSJ: 'Iron Man' Tops Box Office; 'Gatsby' Enjoys Strong Debut

Almost as often as not, I now follow up my semi-regular scan of ESPN.com with a visit to Deadspin, for counterprogramming: the news and the dish.

NEWYORKER: Search and Destroy

"We consciously said we were counterprogramming the tent poles, but to have it work as well as it did is amazing, " said Richard Fay, Lions Gate's president of domestic distribution.

WSJ: Will Smith's 'After Earth' Flops at Box Office