M. Night Shyamalan's multiple-personality thriller "Split" led the box office for a third straight week, an unusual streak for a low-budget horror film.

"Split" dominated again with $14.6 million in North American ticket sales, bringing the Universal Pictures release's three-week haul to $98.7 million.

The run has come in an especially slow period at multiplexes. Hollywood traditionally skips significant new releases on Super Bowl weekend due to the game's enormous TV audience.

Paramount's horror flick "Rings" came in second with an estimated $13 million. The sequel was an attempted revival of the dormant franchise that began with 2002's "The Ring" and followed up with 2005's "The Ring Two."

That release, though, opened with $35.1 million. "Rings" served as yet another questionable decision to recharge a franchise long out of theaters. It cost a relatively minimal $25 million to make and pulled in $15.2 million internationally over the weekend. But it won't come close to the $249.3 million the first installment made or the $161.5 million of the sequel.

The weekend's other debut, "The Space Between Us," flopped altogether. The $30 million STX Entertainment release, starring Asa Butterfield as a boy who comes to Earth after being raised by astronauts on Mars, made a mere $3.8 million.

Universal's "A Dog's Purpose" came in third with $10.8 million in its second weekend. Audiences have largely shrugged off the outcry over a leaked video from the film's production of a frightened German shepherd being urged into churning water.

Estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters:

1. "Split," $14.6 million.

2. "Rings," $13 million.

3. "A Dog's Purpose," $10.8 million.

4. "Hidden Figures," $10.1 million.

5. "La La Land," $7.5 million.

6. "Resident Evil: The Final Chapter," $4.5 million.

7. "Sing," $4.1 million.

8. "Lion," $4 million.

9. "The Space Between Us," $3.8 million.

10. "xXx: The Return of Xander Cage," $3.7 million.