The Weekend Report: July 12, 2009

Fabulous! Brüno, everyone’s favorite Austrian fashionista, led weekend ticket sales with an estimated $30.2 million. The frame’s other national bow, I Love You, Beth Cooper received considerably less affection with a $5 million opener and in Quebec local hero De Pere en flic had a huge debut of $1.8 million that cracked the domestic top 10.

Among the limited and niche newcomers Humpday displayed greatest potency with a $27,300 tally from two screens. There were also good initial returns for the non-fiction portrait Yoo-Ho, Mrs. Goldberg of $16,700 at two sites; the Japanese import Blood: The Last Vampire with a $98,000 gross from 20 bites; and the musical concert Soul Power, which grossed $22,100 at six venues. However, the Bollywood comedy Short Kutt fizzled with a $52,800 total from 41 locations.

Overall ticket sales dipped modestly from the comparative 2008 session but with Harry Potter and the Half-Blood Prince in the wings the expectations for buoyant July business couldn’t be better.

Brüno pretty much hit the target its studio set for the raucous R-rated outré comedy. The presence of star Sacha Baron Cohen in character on the promo circuit proved a genuine stimulus. The film generated a sturdy $1.6 million gross from Thursday midnight shows but Saturday box office experienced a 31% decline from opening day and that’s not a terribly encouraging sign going forward.

The flamboyantly gay Brüno also came out in a number of international territories that included chart toppers in the U.K. and Australia. It was sturdy in Germany and even in Austria locals proved more curious than vilified by his presence. Overall estimates are roughly $25 million overseas and even with sharp drop offs the film should solidify the actor’s grossing power for future consideration.

There didn’t appear to be much enthusiasm from teen comedy I Love You, Beth Cooper’s marketing/distribution team and initial box office proved to be a self-fulfilling result. Though there were no signs of a headstone it still looked a lot like a commercial burial.

Weekend revenues edged toward $145 million for an 11% dip from seven days prior. It was a more modest decline of 4% from 2008 when debuts of Hellboy II: The Golden Army and 3-D Journey to the Center of the Earth ranked first and third with respective box office of $34.5 million and $21 million.

The Quebecois family dramedy De Pere en flic got a jump start on the weekend with a Wednesday launch that generated $500,000 in two days. With weekend additions it’s easily the top Canadian grosser of the year and a genuine shot in the arm for local production.

While the season has yet to provide an alternative breakout hit, a handful of films have managed to hold their own against summer’s behemoths. The niche industry is most closely watching The Hurt Locker that’s been widening at a glacial pace but maintaining solid per screens. The Iraq War-set tale of a bomb unit has received virtually unanimous critical praise and the debate rages whether it has broad based appeal or considering past response to films on the conflict it has a low ceiling. Certainly it’s being handled on the latter basis.

- Leonard Klady