Home / Film / Box Office Update 7/10-7/12: Bruno Tells Box “Vassup?”

Box Office Update 7/10-7/12: Bruno Tells Box “Vassup?”

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After two weeks at the top, Transformers: Revenge of the Fallen has relinquished its crown, begrudgingly, to Sacha Baron Cohen's latest creation, Bruno. The shock-omedy snuck in through the back door to steal it away, as opposed to taking a more high-profile approach. While it was a foregone conclusion that the pseudo-sequel to 2006's Borat would rise to the top, it was  likely assumed that it would be in a more aggressive fashion, but a win is a win and I am sure the fictional Bruno will take it any way he can get it. I think the bigger question now is how it will hold up. Is it funny? Sure. It also does a fine job of picking at society, but at the same time, I feel that as brave as Baron Cohen is for doing it, I have seen enough. How will the public react? The next couple of weeks will be very telling.

Holding steady in second place, and playing as a strong counter-programming film, Ice Age: Dawn of the Dinosaurs slipped just 33% from its debut frame. It's too bad they could not make a classic. While this franchise plays well with the young crowd, it does not offer much to cinematic history and will likely be forgotten a couple of years down the road, if that long. A funny side note: I was talking to a friend who did not realize this was the third movie in the franchise.

Michael Bay's robotic monster mash skipped over the animated dinos on its way to third place. Perhaps this is where everyone realizes that it's not a very good movie and it begins its slide to the bottom. Yes, wishful thinking — it likely has a way to go before it dies off completely only to be reinvigorated upon its eventual Blu-ray release.

Public Enemies placed fourth, and while it is doing all right, I would like to see it do better. This film is fantastic with a strong script, great performances, and solid direction. This is where the mainstream meets the arthouse.

There is only one other new film on the chart this week, I Love You, Beth Cooper. The teen comedy appears to be dead in the water, finishing way down in seventh place. I saw this, and while it is not great, it is perfectly enjoyable for what it is. It may not be worth a trip to the theater, but as a rental it should perform admirably.

This weekend will surely be dominated by the release of the latest Harry Potter film, Harry Potter and the Half-Blood Prince.

Two movies dropped off the top ten this week: Night at the Museum: Battle of the Smithsonian (11) and Year One (13).

This Week Last Week Title Wknd Gross Overall Week in release
1 N Bruno $30,619,130 $30,619,130 1
2 2 Ice Age: Dawn of the Dinosaurs $27,607,497 $119,680,193 2
3 1 Transformers: Revenge of the Fallen $24,213,875 $339,221,800 3
4 3 Public Enemies $13,794,240 $66,221,110 2
5 4 The Proposal $10,603,884 $113,861,076 4
6 5 The Hangover $9,933,238 $222,444,906 6
7 N I Love You, Beth Cooper $4,919,433 $4,919,433 1
8 6 Up $4,715,746 $273,834,761 7
9 7 My Sister's Keeper $4,294,382 $35,915,782 3
10 8 The Taking of Pelham 1 2 3 $1,543,516 $61,437,955 5

Box Office Predictions Recap

As I look over the numbers for this week, I feel pretty satisfied, more or less. Sure, I was off in a few places, but I was pretty close in most places. My biggest mistake was with I Love You, Beth Cooper, which pretty much tanked. I thought this would have made a bigger splash than it did, as shown by my estimation. Of course, I also expected Bruno to land a bigger number than it did, but when it comes right down to it, I suppose it landed about where it should, in retrospect.

Here is how the field matched up:

Actual Prediction Title Wknd Gross Prediction
1 1 Bruno $30,619,130 $36 million
3 2 Transformers: Revenge of the Fallen $24,213,875 $26 million


3 Ice Age: Dawn of the Dinosaurs $27,607,497 $24 million
4 4 Public Enemies $13,794,240 $16 million
7 5 I Love You, Beth Cooper $4,919,433

$14.5 million

5 6 The Proposal $10,603,884 $8 million
6 7 The Hangover $9,933,238 $6.5 million
8 8 Up $4,715,746 $4 million
9 9 My Sister's Keeper $4,294,382 $2.5 million
10 10 The Taking of Pelham 1 2 3 $1,543,516 $1.25 million

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