Bruno Wins Box-Office Race
But is it a Pyrrhic victory?
The US box office results are in, and they show Bruno strutting straight to the number one spot with $30.4m over the weekend. The Austrian joke's only real competition was blockbuster summer sequels Ice Age: Dawn of the Dinosaurs ($27.6m) and Transformers: Revenge of the Fallen ($24.2m).
But Bruno's grand opening weekend is not as good-looking as his custard yellow lederhosen might lead you to believe. Though $30.4m is not to be sniffed at, it comes with a huge drop from $14.4 million on Friday to $8.8 million on Saturday, suggesting that the publicity campaign was effective in getting fans out on the first night, but may have alienated a wider audience later. Bruno's chances of matching Borat's $128.5m total million now look somewhat unlikely - but then, so do his outfits and he seems to carry those off OK.
Elsewhere it was a similar story to last week, as Public Enemies ($14.1m), The Proposal ($10.5m) and The Hangover ($9.9m) all only dropping a single place apiece to make way for Mr Baron Cohen in the top spot. The latter two comedies dropped less than 20%, a tiny amount, making both look like they've got quite a few weeks left in them. The only other top ten newcomer, teencom I Love You Beth Cooper, snuck in at 7 with $4.9m.