Pineapple Express, the stoner comedy starring Seth Rogen and James Franco, set a new record for the biggest Wednesday opening of August. The film earned $12.15 million on its first day of release. The previous record was held by The Princess Diaries 2 with $8.5 million. Sony Pictures was more than surprised at the higher than expected Wednesday take.

“I don’t think anyone expected an R-rated comedy to post such a strong number on a Wednesday,” Sony Pictures spokesman Steve Elzer said. “We were caught completely by surprise and hope it’s an indication that the best has yet to come as we head into the weekend.”

Paul Dergarabedian of Media by Numbers summed up the impressive opening with a simple equation, “Apatow, plus R-rating, plus August equals hit.” Other infallible equations Paul has come up with include: “The Dark Knight, plus Heath Ledger death equals box office gold,” “Robert Downey Jr., plus iron suit equals awesome,” and “Broadway musical, plus film adaptation equals so totally gay.” Thanks Paul. Einstein would have been proud.