"Lucy" came in strong at the box office, bringing in $44 million in North American movie theaters over the weekend, according to studio estimates on Sunday.

People made sure to watch Scarlett Johansson in her new action role, leaving Dwayne "The Rock" Johnson's "Hercules" to earn only about half of what "Lucy" brought in.

According to Universal's president of domestic distribution, Nikki Rocco, the original story about the main character gaining superhuman powers by using more and more of her brain was incredibly appealing to audiences.

"The main reasons for coming to see the film were the story, and then Scarlett [Johansson]. She's very diversified in what she does. Luc brought out the best of her in this movie," stated Rocco, according to Fox News.

Despite the originality of the story and the perfect choice in casting, "Lucy" may have benefited from the way the film was marketed as well.

"Watching the advertising you get the impression that this is what a Black Widow movie would look like as far as action goes, then the narrative kicks in and the curiosity that went with the premise, well it becomes ridiculous albeit somewhat entertaining," writes Travis Leamons of Inside Pulse.

"Hercules" reportedly wasn't screened for critics until the night before its opening while advertising for the film wasn't up to par with "Lucy."

Although "Hercules" may not have brought in as much earnings as expected, Dwayne Johnson still proved that he's as appealing as he's always been.

"He can be very serious and menacing and imposing, and he has this ability to melt it all away, which is why women show up for a movie like this," stated Megan Colligan, Paramount's head of domestic marketing and distribution.