Weekly Anticipation Index: 'Brüno' and 'I Love You, Beth Cooper'
Featured Stories - on May 16, 2009 by Phil Contrino
Brüno and I Love You, Beth Cooper will try to become successful summer comedies this July.
During the second weekend of July, a mocumentary and a teenage comedy will try to grab some of that lucrative summer box office.
Universal has wisely made it clear in its advertising campaign for Brüno, a satire directed at gay stereotypes and the fashion industry, that the project comes from the man who made one of 2006's biggest sleeper hits, Borat. While Brüno star Sacha Baron Cohen has landed supporting roles in such successful films as Talladega Nights: The Ballad of Ricky Bobby and Tim Burton's adaptation of Sweeney Todd, he's still most famous for his performance as Borat, the foreigner who inadvertently reveals America's racism and ignorance.
While the name recognition of that successful film will help propel Brüno to a strong opening weekend, Borat dealt with a much larger topic and therefore was able to have a broader reach. The fact that Brüno deals mainly with the homosexual community means that it may not appeal to more conservative audiences.
The weekend's other major release, I Love You, Beth Cooper, will try to follow in the footsteps of American Pie on its way to becoming a successful coming-of-age comedy that was launched during the summer.
Unfortunately, films that belong to the same genre as Beth Cooper have recently landed with a thud during their theatrical runs. 2008's College was able to gross only $4.7 million domestically, while Miss March has brought in only $4.5 million since opening in March of this year. Beth Cooper could become a stepping stone for star Hayden Panettiere, but it won't do considerable damage at the box office.
|Weekly Anticipation Index, May 16, 2009|
|Title||Release Date||Distributor||Opening Weekend||Cumulative|
|Terminator Salvation||May 21||Warner Bros.||$65M||$195M|
|Night at the Museum: Battle of the Smithsonian||May 22||Fox||$52M||$185M|
|Dance Flick||May 22||Paramount||$16M||$47M|
|Drag Me to Hell||May 29||Universal||$20M||$45M|
|Land of the Lost||June 5||Universal||$35M||$100M|
|The Hangover||June 5||Warner Bros.||$27M||$105M|
|Imagine That||June 12||Paramount||$20M||$62M|
|The Taking of Pelham 1 2 3||June 12||Sony||$27M||$85M|
|The Proposal||June 19||Disney||$24M||$90M|
|Year One||June 19||Sony/ Columbia||$31M||$82M|
|Transformers: Revenge of the Fallen||June 24||DreamWorks/ Paramount||$95M||$350M|
|My Sister's Keeper||June 26||Warner Bros./ New Line||$14M||$45M|
|Ice Age: Dawn of the Dinosaurs||July 1||Fox||$60M||$220M|
|Public Enemies||July 1||Universal||$35M||$130M|
|I Love You, Beth Cooper||July 10||Fox Atomic||$14M||$40M|
Additional reporting by Daniel Garris.