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...Universal had high hopes for Brüno's opening weekend. Buoyed by the film's robust $1.6 million at Thursday midnight screenings and impressive pre-buys of tickets on Fandango and other sites, a studio insider told industry blogger Nikki Finke on Friday morning, "If it holds up, we'll do $50 million." The Friday figures supported that optimism: Brüno amassed a sensational $14.4 million. But the movie plummeted nearly 40% its second day, to $8.8 million. Meanwhile, the next five movies on the chart - Ice Age 3, Transformers 2, Public Enemies, The Proposal and The Hangover...
...comedies are supposed to grow their audience, not scare it away. But Brüno had the weekend contours of a gross-out horror movie: the fanboys rush in on Thursday night and Friday, severely depleting the universe of potential customers. Chalk that up to word-of-mouth, viral and virulent. "If you're tweeting," marketing consultant Gordon Paddison told Sharon Waxman of the Wrap, "and people are catching that live and they're out at drinks and were planning on seeing the movie tomorrow - that hurts...
...indeed that's what hurt Brüno, the movie could prove to be a one-day wonder...
...Brüno, $30.4 million, first weekend 2. Ice Age: Dawn of the Dinosaurs, $28.5 million; $120.6 million, second week 3. Transformers: Revenge of the Fallen, $24.2 million; $339.2 million, second week 4. Public Enemies, $14.1 million; $66.5 million, second week 5. The Proposal, $10.5 million; $113.8 million, fourth week 6. The Hangover, $9.3 million; $222.4 million, sixth week 7. I Love You, Beth Cooper, $5 million, first weekend 8. Up, $4.7 million; $273.8 million; seventh week 9. My Sister's Keeper, $4.2 million; $35.8 million, third week 10. The Taking of Pelham 1 2 3, $1.6 million; $61.5 million...
...Read "Brüno's Sacha Baron Cohen: More Than a Comedian...