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News, Reviews & Commentary on Gay and Bisexual Men in Entertainment and the Media

Why is "Bruno" tanking? Too gay, too homophobic, or just not funny?

Bruno, the movie that everyone has an opinion about, is tanking at the box office. It made a mere $8 million at the box office this past weekend — an almost-unheard-of 73% drop from the weekend before.

"The Friday-Saturday data show that Bruno was not even the top live-action comedy about a non-American who has sex with a man," wrote Richard Corliss in Time. "It finished behind The Proposal, which has been in theaters three weeks longer."

Ever since the movie opened on July 10th with a very healthy one-day take of $14.4 million, the film's box office news has gone from bad to worse. From Friday to Saturday that first weekend, the film's take plummeted 40%, a number that shocked Hollywood, because it seemed to be the result of the newly named "Twitter Effect" — the phenomenon of people seeing a movie on Friday night and Twittering negative reviews that affect a movie's box office take as soon as the next day. 

 

Bruno won its opening weekend with a $30.4 million take — but that was a far cry from the $50 million that studio insiders had been predicting after its strong Friday opening.

The movie has now grossed a total of almost $50 million in the U.S., and $76 million internationally. Universal Studios spent $42 million on Bruno and another $48 million or so marketing it.  

By contrast, Borat, Cultural Learnings for America for Make Glorious Benefit of Kazakhstan, Sacha Baron Cohen's 2006 movie, opened at less than $27 million, earned more than that its second weekend, and went on to make more than $128 million in the U.S., and more than $260 million internationally. It had a budget of $18 million.

I thought the movie was often tasteless, but I didn't think it was particularly homophobic — although I didn't think it was particularly great either. 

What's your explanation as to why the movie is bombing? Too gay for a mainstream American audiences? Too gay for the young male audience which usually buys tickets for this sort of raunchy humor? Too homophobic (or at least too retrograde) for gay-centric urban ones? Was the movie just not funny enough? Did the studio spoil it by hyping it to death, not to mention releasing all the funniest clips beforehand? Was it all of the above — or something else entirely?

Kitty's picture

I think it was overexposure combined with bad word of mouth

Nothing says not worth my time like an incredible outpouring of bad reviews after the month long beating-of-a-dead-horse that was the promotion for the movie, and with the new Harry Potter movie coming out.... it didn't have a chance. In short, I have not seen it, and I assume others have not simply b/c people keep saying its not funny enough and the jokes were not "fresh" enough. It's for this same reason I haven't yet seen the sequel to Not Another Gay Movie.

Kitty

 

isoron's picture

Well that's not true

There was no outpouring of negative reviews - it actually got a 69% on the Tomatometer. However critical reviews have no real effect on money. Transformers was totally trashed by critics and made - so far- almost 400 million bucks.

And apparently posters a AE also have little effect on gross. For instance "The Hangover" which I remember was a buzz-storm of charges of homophobia got pretty good reviews and did quite well at the box office.

 

I suspect it's tanking because there are so many other movies pulling in big bucks and we don't really have an economy that people are throwing their movie bucks around when they can wait for the DVD. You go to the movies for the big-screen special effects that you can't really get on the small screen  - hence I wait for what I think are good movies to get released on DVD and go to slightly more inferior movies for the big screen action - but that is probably the adolescent male in me that will never die.

the herald's picture

69%, huh?

Ah, yeah...

 

:)

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Lucrece's picture

It wasn't funny.

I was bored mostly throughout the movie. The movie does revive homophobic sentiment in people; 2 comments I read from people on a forum I frequently visit is "too gay" and "I couldn't help but relate with his 'victims'". This film does nothing but stir up forgotten stereotypes and gay panic humor on people.

 

As a gay man, I also felt upset after watching the movie, because I don't like to be reminded of just how widespread homophobia is. The show with African Americans outright booing him when he said he was looking for "Mr. Right" even before Bruno had started behaving badly. The Alabama cage fight scene, where even the women were throwing objects.

 

And the only scene I truly found funny were very short. The faces of people watching him take the baby out of the box in the airport. The crazy dominatrix bitch.

 

The rest was just mediocre and didn't help to improve notions among heterosexuals about our sexual lives. I saw people laughing more out of sympathy for the victims, because they were put through awkward gay shit. Not because they were dumb homophobes.

 

And I do agree with the charges of minstrelsy. As a supposed satire, this film just didn't deliver.

craig's picture

All of the above..

I couldn't help but feel I had already seen the best parts of the movie long before it came out.  When I first heard about it, I was somewhat excited about it.  But, after the months of over-the-top hype, I just didn't care anymore.  I felt Bruno Overload even before it came out.

Then when the reviews started pouring in, I knew there were much better ways to spend my $10.  I'll put it on my Blockbuster list, but still not at the very top.

Eros1405's picture

It's no Borat!!!

The moive had it's moments, but as a whole it just wasn't all that funy, I knida saw it as just trying be another Borat. All through out the moive I kept asking myself, didn't I see this before? 

 It's was just like Borat, but where Borat was funny and new, Bruno was just the samething just with a gay guy! 

Mondo40's picture

It's borat

what a waste of money, I hated borat and I would not waste my time watching this as well,this movie will put us back a good 10 if not 20 years with this BS. We got it bad enough with the crap going on now and this does not even help at all.
Jimmy Donahue's picture

However...

You'll spend THAT time posting bitchy comments about something you have not seen.

Typical... You say that this will "put us back a good 10 if not 20 years" but you don't know what 'it' is.

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Jimmy Donahue's picture

With a worldwide take of $74,353,738...

... you can't really say it's TANKED. Well... you can say it but it wouldn't be true. It more than made it's money back. The studio and producers are happy. Then there will be the DVD sales.

It's ok. Just ok. I paid $6 for the early show. If I had paid full price I might feel a bit cheated. It's more miss than hit. There's a lot of good laughs but, after 'Borat,' this seems more scripted and less spontaneous. I'd even suggest to wait and rent it. I am glad I saw it opening day. He can never do one of these again. It's too expected.

I can see why iit's drooping now at the boxoffice... but it didn't tank. 

 

jonnymohio's picture

Too much too soon

I was curious and wanted to see it when I first heard about it, but then came the non-stop appearances on talk shows, the hype, then the overhype and barrage of commercials. It was just too much. It killed any interest I had in seeing it. If Sacha Baron Cohen had appeared on talk shows as himself rather than his character, then I would have still been curious as too what was waiting for me in the theater. But appearing as Bruno was overkill. How many other actors appear as their character in public? Would Meryl Streep appear as Julia Child to promote her movie? About the only other actors who would stoop so low would be Jim Carrey, Dana Carvey and Will Farrell. Look at how well, or how badly, Land of the Lost succeeded at the box office after Farrell's onslaught of appearances before it opened.

I think the only person responsible for the failure of Bruno the movie, is Bruno himself. 

Darrien's picture

It's not tanked overseas

Bruno has done reasonably good business outside of the US. Mind you, outside of the US it's seen as much a satire on America as on homophobia/gayness/etc.

By the time TV sales and DVD sales are taken into account, it'll have turned a healthy profit worldwide.

Brent Hartinger's picture

It's made a total of $26 million overseas

And it opened most places the same time it opened here in the U.S. The movie cost $100 million to make and market.

 

 

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Darrien's picture

There's no 'total' yet

It's still towards the top of the box office outside the US. It'll take another couple of weeks before overseas totals can be called.

I'm not disagreeing with your basic premise of it not doing so well as Borat, but it's too early to call on overseas markets yet. It's not done well in the US, but it's like Sylvester Stallone and Woody Allen movies that don't do well in the US market but make their money back and turn a profit overseas.

Brent Hartinger's picture

Plus they "edited" it in the U.K.

so that younger viewers could get in. That could make a difference in the box office, there and elsewhere...

 

 

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Darrien's picture

Nope

It received an 18 certificate (only over 18s can see it) in its provisional certification and an 18 after its final certification. The editing didn't make a difference to the audience who could see it. I suspect that if the British Board of Film Certification insisted on  changes (which they did), it was because of violence rather than sex.

    The reason I'm making this point is that Bruno will only have only opened in some multiplexes in the UK this week, despite a London opening a couple of weeks ago. The actual opening regionally is different to the national premiere (a lot of this has to do with the fact that some regional cinemas in the UK still rely on prints rather than digital copies). I know it's different in the US. 

    Once again, I'm not disgreeing with your essential premise. I think it's correct. I'm just disagreeing with the use of the word 'tanked'. There are a lot of far higher budget films over the years that would have been delighted to have made the money Bruno has thus far. It's like Waterworld, which historically has been seen as a disaster financially because of the box office in the US, but that film actually turned a profit when looked at globally.

    Honestly, I'm not disagreeing with your essential analysis, I'm just saying it's too early to use the word 'tanked' and I'm pretty sure it'll go into profit and if Sacha Baron Cohen is on a back-end deal, he's going to make a lot of money from it. 

Darrien's picture

Just need to clarify again

Sorry about this, the film classification system over here can get complex. There are two versions of Bruno doing the rounds. There's Bruno (classification 18) and Bruno - Snipped (classification 15 [15-years-old and over]). The number of places where it's being shown as Bruno - Snipped will be relatively small.

The British Board of Film Classification only advises on national classification across the UK. Local government actually decides (when it can be bothered) whether they'll show a film or not. So if a group of censorious local citizens decide they can't show an 18 film (which is increasingly rare), the film production company shoves in an edited '15' version that takes the wind out of their sails. I've done a quick search of the cinema distribution of Bruno in the UK and I've not been able to find any widespread distribution of the Bruno - Snipped version. Obviously that doesn't mean it's not happened, but the fact I've not been able to find it quickly suggests to me that it wasn't a widespread print distribution.

duckiestoy's picture

I think you overestimate its chances.

The foreign take is only 1/3 of the gross so far which if your theory held would be a much higher percentage.  

The film has no legs.  It's expensive, unfunny roadkill.  Hopefully SBC will crawl back under his rock and the persons who green lit this project end up unemployed.

 

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David Ehrenstein's picture

It'll probably break even

It will have a life on video.

 

But in the lst analysis there just isn't a hige audience for this sort of sophomoric "Oh I've got a gay joke that will gross you out" sort of enterprise.

Jay's picture

I thought it was pretty

I thought it was pretty good...more or less on par with Borat. But then again I'm easy to please and don't feel the need to complain about every little thing. The only thing I would say that sometimes it was very vulgar...too vulgar. The whole shaking his penis around was just not needed, along with that swinger woman showing her bits off all over the place. But then again I am all no sex please, I'm British about these things. I can see exactly what Cohen was trying to do...it was pretty much summed up in the last line of the film when Snoop Dogg was like 'He's gay...but that's ok'. However, it did reinforce stereotypes and there are people are there who are too stupid to understand the difference.
Rich's picture

Apparently,the UK got 2 versions of the movie.

Hopefully one of those was funny and less cringeworthy. I have a sense of humor but i didn't laugh once throughout the entire movie. Plus,i'm not a fan of this "gonzo,guerilla,"Jackass""-type this movie or tv show which is why rarely(if ever)watch so-called reality tv. I hated "Borat" for this very reason.

Perhaps,as i've suggested before,S.B.C. should write a movie starring himself,just not one of his "characters".

 

 

 

Hephaestion's picture

Too many people refused

to let their teenagers go see this because it has lots and lots of penis and anal sex.  It lost the teen date market.

 Also, my black friends refused to see it because the ads made it appear to make fun of blacks, which I don't think it did, but the ads did make it look as if Bruno was ridiculing the black audience at the Richard Bey Show.  So it lost the black market.

 

duckiestoy's picture

If the ads turned people away...

... via a misunderstanding that's not the fault of the potential audience but the producers and marketers.

I had a chance to see it last week with a friend who insisted I see it with him. He has seen Borat, I haven't.

This film just isn't funny.  We gave up on Bruno about 20 minutes in while he was at the fashion show.  

The surrounding audience just wasn't laughing.  The film had no comedic timing, no plot, no shock, no entertainment value.  It's like the comic who doesn't understand his act isn't funny.

One of my gay friends who saw all of Bruno had said Borat was better. This seems to be the prevailing opinion of those who have seen both films.

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Tarc's picture

Boring, Tasteless, and Unfunny

I think that sums it up. It fails, therefore, to find any target audience.
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isoron's picture

Never ever ....

underestimate the 18 - 29 year-old male demographic!
Aloe's picture

Too gay for the str8s and to homophobic for some gays

Kind of the worse combination you could think of.

 

 

I didn't go see it because it seemed to anti gay to me and i've read some message boards and seen some youtube videos were young guys are saying that the film has to much penis for them and that it 's too gay for them as well.

 

 

Society now is just as homophobic as it used  to be it's just not as acceptable to be so publically.

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JonathanS's picture

Just not funny...

I think the movie tried too hard to cross boundaries but forgot to have some coherence! It was a lot of sex and ignorant people skits thrown together. It needed more things like those two ditzy blondes or the crazy parents willing to let their children do anything....