(CNN) — Lionsgate Films’ “Now You See Me: Now You Don’t” stole the show at the domestic box office this weekend.

The third installment of the “Now You See Me” franchise earned $21.3 million. The first “Now You See Me” opened in 2013 to more than $29 million, according to Box Office Mojo, and “Now You See Me 2” opened to $22 million in 2016.

Shawn Robbins, director of analytics at Fandango and founder of analytics firm Box Office Theory, credited some of the heist movie’s success this weekend to Lionsgate’s advertising, which included fan-like edits posted to social media.

“Their marketing team can really be commended for bringing out a very strong young female audience,” he said, adding that the studio reported half of ticket buyers were women and a “healthy amount” were over 25 years

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