At this point I'm running out of ways to say Spider-Man is winning the box office, but here we are again. According to The Hollywood Reporter, Spider-Man: Brand New Day is tracking toward its fourth straight weekend at number one, holding off new competition from Insidious: Out of the Further and Jason Statham's Mutiny.

Per Variety, Insidious: Out of the Further is aiming for a debut somewhere around $25 million, which would be a solid opening for a horror franchise entry, just nowhere near enough to unseat the wall-crawler. Brand New Day has spent the past month eating everything on the menu, and nothing about this weekend's projections suggests that's changing.

And it's coasting on nothing. A fourth weekend at number one means people are still buying tickets a month in, and that's a different kind of strength than a monster opening. Openings are marketing. What keeps you around a month later is word of mouth, people going back for a second time or dragging friends who haven't seen it yet. Usually both.

The Insidious sequel should put up a respectable fight, as horror always does. The genre is famously cheap to make and reliably profitable, and Out of the Further arriving in late August is textbook counter-programming: put a scare machine opposite the superhero and let people choose. Landing in second projected is a perfectly fine place for a franchise entry when Brand New Day is still in theaters.

Mutiny's the tougher sell. The Statham actioner is the other new wide release this weekend, and it's caught between a horror sequel with a built-in audience and a superhero movie that refuses to slow down. Late-August action counter-programming can work, I mean it happens. But the competition this particular weekend is brutal.

The bigger question, the one I keep coming back to: can Brand New Day actually chase down the all-time domestic record? The pace has been absurd, but records at this level get decided by legs. Fourth weekends like this one are how you find out. Every frame it sells from here is the difference between a historic run and THE historic run.

Jess Wingo asked me last week if I was tired of covering this movie yet. I said no, and I stand by it. Box office history is box office history, and I've been on this couch long enough to know you watch the record-breaking run while it's happening. You don't get a do-over.