I've spent a huge number of hours reading openings, and critiquing some of them, at the now infamous Nathan Bransford's Surprisingly Essential First Page Challenge. (The contest is closed to submissions and they're sorting through the entries now.) I've read various rules and suggestions for how to open a novel, but I have to say at this point that reading about it and/or thinking about it is no substitute for reading about a gizillion openings and picking apart as many as you can stand to critique.
Go forth and read the entries. Find the flaws in the best ones. May your eyes be opened. And then read Shock and Awe. Although we always hear that a novel should open with a hook, in the middle of it all, preferably with action, that doesn't mean that the action has to be physical. Suddenly I'm okay with how Masks opens again. Yay!