A well placed pieceof counter-programming proved effective for Columbia TriStar in the UK thisweek as the company launched 13 Going On30 against Fox's I, Robot.

While it wasinevitable that the Will Smith sci-fi vehicle would triumph, the Jennifer Garnercomedy held its own to take second place. Aimed largely at the female markettraditionally less interested in science fiction titles 13 Going On 30 grossed a strong $2.2m (£1.2m), including $0.7m(£0.4m) of previews. I, Robot's $8.8m included previews of $1.3m (£0.7m).

Meanwhile, Shrek 2's continued dominance in thefamily market (backed up by Spider-Man 2)caused another casualty this week in the shape of Buena Vista International's Home On The Range. The traditionallyanimated film which features the voices of Roseanne and Judi Dench amongst itscast expanded wide into 350 sites after a dismal $398 (£216) one screen releasein London's West End last weekend.

However, the secondweek proved little better with figures of just $364,886 (£197,856) for a terriblesite average of $1,042 (£565) - the lowest average an animated film releasedthrough BVI has scored since the June 1998 re-release of The Little Mermaid on 36 screens - average $786 (£426).

Home On The Range is the latest family release after the likesof Thunderbirds, Two Brothers and Around The World In 80 Days to sufferfrom Shrek 2's continued hold on themarket. Shrek 2 remains in the topsix titles in the country and dropped just 36% this weekend despite playing at62 (12%) fewer sites. The film is on the verge of taking £45m in the territoryand overtaking Harry Potter And ThePrisoner Of Azkaban to become the year's highest grosser.