‘Bros’ creator blames missing straight audiences for gay rom-com flop

AFP
4 Min Read
Universal Pictures's "Bros" New York Premiere
Luke Macfarlane and Billy Eichner attend the premiere of Universal Pictures's "Bros" at AMC Lincoln Square Theater on September 20, 2022 in New York City. (Photo by Dia Dipasupil/Getty Images,)
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Los Angeles (AFP) โ€“ โ€œBros,โ€ billed as the first gay rom-com from a major Hollywood studio, flopped at the box office because straight people โ€œjust didnโ€™t show up,โ€ its creator Billy Eichner said.

Heavily marketed by Universal Pictures and costing $22 million to produce, the movie received mostly glowing reviews but took less than $5 million at North American theaters on its opening weekend.ย 

Despite opening in more than 3,000 theaters, it ranked only in fourth place at the domestic box office overall, behind Paramountโ€™s mid-budget horror โ€œSmile,โ€ and two other films which debuted earlier last month.

โ€œThatโ€™s just the world we live in, unfortunately. Even with glowing reviewsโ€ฆ straight people, especially in certain parts of the country, just didnโ€™t show up for Bros,โ€ Eichner, who co-wrote and stars in the film, tweeted Sunday.

โ€œAnd thatโ€™s disappointing but it is what it is.โ€

The movie follows Bobby, a successful New York-based podcaster who insists he is content being single even as his friends couple up, before his life is changed by an encounter with an equally commitment-phobic lawyer.

Made with an entire cast of openly LGBTQ actors, it features several sex scenes, including one with four men engaged in group sex, and is rated R for โ€œrestricted.โ€

At its world premiere at the Toronto film festival last month, Eichner told AFP it was โ€œabsurd and infuriatingโ€ that it had taken so long for a major Hollywood studio to release a film like โ€œBros.โ€

โ€œThere should be tons of these movies by now. But still, Iโ€™m very grateful that Universal finally decided that it was time,โ€ he said.

Director Nicholas Stoller said he hoped the film would prevail at the box office in order to show โ€œthe studios that there is a big audience for this kind of story, and not just an LGBTQ audience, but a straight audience.โ€

That now seems less certain, although box office analyst David A. Gross of Franchise Entertainment Research noted that the filmโ€™s first weekend figures represented โ€œa fair opening by mainstream romantic comedy standards,โ€ as the once wildly popular genre has been โ€œunder pressure for a number of years.โ€

โ€œThere are no norms for gay film stories because there have been so few of them. Those few that came before generally featured funny gay shtick,โ€ he wrote.

In a series of tweets, Eichner said he had attended a โ€œBrosโ€ screening in liberal Los Angeles where the audience response was โ€œtruly magical,โ€ but said an unnamed theater chain had threatened to not show the filmโ€™s trailer โ€œbecause of the gay content.โ€

โ€œEveryone who ISNโ€™T a homophobic weirdo should go see BROS tonight! You will have a blast!โ€ he added.

โ€œAnd it is special and uniquely powerful to see this particular story on a big screen, esp for queer folks who donโ€™t get this opportunity often.โ€


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