Sacha Baron Cohen's mockumentary "Brüno" about a gay, Austrian fashion journalist's escapades in the United States has opened in the number one spot in North America on its debut weekend. However, its resulting numbers weren't terribly promising.
Raking in just US$30.4 million in ticket sales, nearly half of those came from sales on Friday, its opening day across the country. Numbers then tapered off considerably on the Saturday, which is usually a solid moviegoing day.
One analyst said: "It is unusual for a film to drop on Saturday. Normally, you expect the film at least to be even on Saturday or above compared to Friday, because Saturday is the biggest moviegoing day of the weekend."