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"Bruno," British satirist Sacha Baron Cohen's latest subversive outing, narrowly claimed the No. 1 spot at the weekend box office in North America, according to studio estimates issued Sunday.
The "mockumentary," in which Baron Cohen plays a gay Austrian fashion model seeking fame in the United States — sold $30.4 million worth of tickets during the three days beginning July 10, distributor Universal Pictures said.
The opening was in line with the expectations of the General Electric [GE
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] unit, which paid independent producer Media Rights Capital $42.5 million for distribution rights in North America and eight foreign territories.
General Electric is the parent company of CNBC. Media Rights declined to disclose the budget.
Baron Cohen's "Borat," by contrast, opened to $26.5 million. But that was from about 800 theaters, while "Bruno" played in 2,756 theaters. "Borat" ended up with $128.5 million in North America and an additional $133 million internationally. "Bruno," inevitably, faced a similar storm of controversy as "Borat" did.
In the new film, Baron Cohen's character sashays across the American landscape, piling on the homosexual activity for unsuspecting co-stars and a squeamish audience.
Critics mostly liked the movie, while gay-rights groups were mixed in their reactions.
"Ice Age: Dawn of the Dinosaurs" held steady at No. 2 with $28.5 million, taking the 12-day haul for 20th Century Fox's cartoon to $120.6 million.
Last weekend's champion, "Transformers: Revenge of the Fallen," slipped to No. 3 with $24.2 million; after 19 days, Paramount Pictures' robot sequel has earned $339.2 million, easily the biggest movie of the year.
Fox is a unit of News Corp [NWS
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]. Paramount is a unit of Viacom [VIA
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Data is a real-time snapshot *Data is delayed at least 15 minutes