In an impressive start, Never Say Never opened to an estimated $12.4 million from 3,105 theaters on Friday to beat Just Go With It, which grossed an estimated $9.7 million from 3,548 theaters.

Both movies should crack the $30 million mark for the full weekend. Heading into the frame, most box office observers expected Just Go With It to win the session, but Never Say Never is now a real contender.

Concert films generally drop more than regular movies as the weekend unfolds, and that's the reason why no one is ready to call the contest between Never Say Never, directed by Jon M. Chu, and Just Go With It, directed by Dennis Dugan.

Of those turning out for Bieber's bigscreen debut, 84 percent were females, with 67 percent under the age of 25. Just Go With It played to a distinctly older audience, with 67 percent of those buying tickets over the age of 25. The Sandler-Aniston pairing played heavily to females, or 61 percent.

Moviegoers liked Never Say Never and Just Go With It, portending good word of mouth. Bieber fans gave Never Say Never an A CinemaScore, while Just Go With It received an A- (females gave the romantic comedy an A).