We always do under 2 weeks and have 95% of people come. I have 3 kids who are now in 3rd, 5th, 6th (NW DC) and have thrown dozens of birthday parties of all types.
If you invite too far out people are just going to shelve the invite. They're not going to plan their lives around their kids' friends' parties so they're going to shelve the invite until they see if they're otherwise free from work, family, etc. obligations.
You'll notice that the LARGE majority of the people who complain about non-RSVPers on here sent the evite a month or more out. People read it, shelve it and forget about it. If you send it in the window of the party (10 weeks to 2 days) then they deal with it right away.
Anyway, I'm sure a lot of people will argue with me but I have planned about 30 of these things and I always send in this time frame and I always get about 90-95% attendance and basically 100% response rates. My kids aren't super special or popular---I honestly think it's the timing of my Evites.