Sacha Baron Cohen's 'Bruno' Moves to July

When 2012 went from potential summer blockbuster to November also-ran a couple weeks ago, we openly speculated about what would fill the terrific weekend of July 10th. We now have our answer, as Universal has moved the Sacha Baron Cohen comedy Bruno out of the line of fire of Angels & Demons in mid-may, reports Variety. After 2012 vacated the premises, the only wide release left on July 10th was I Love You, Beth Cooper with Hayden Panettiere, so we knew only of the movies on a crowded weekend would take the bait. I should have guessed Universal would continue to movie its pieces around, having previously shifted Fast and Furious, State of Play, and The Wolf Man. My hunch was that the U would push back Public Enemies by a week, but the new move now concentrates three of the studio's summer movies within five weeks. They're also very likely Universal's three biggest movies of the year, with Bruno hoping to build off the success of Borat, Land of the Lost giving the studio a big, expensive Will Ferrell comedy, and Public Enemies giving us the dream cast of Johnny Depp and Christian Bale. The move by Bruno now leaves a counterprogramming slot open against Angels & Demons. It's not uncommon to see a smaller film do well in these situations, making some coin because movies are top of mind in May and some people will want to avoid the crowds with Angels & Demons. Curiously enough, Universal has a film that fits that description in The Boat That Rocked that's waiting for a release date.

Comments

[Lengthy Johnson]

Ali G and Borat were very funny when nobody knew it was a spoof. As soon as people began to recognise Sacha Baron Cohen, no matter what disguise, the promise for comedy quickly waned.

Bruno was never even funny on Da Ali G Show and I doubt he'll be funny now after Sacha became a global brand.

[Lost Wilson]

Yeah, I agree LJ. Baron Cohen has been busted like five times during the production of this film. Universal seems pretty confident this is goig to connect, but this type of comedy, no matter how talented Cohen is, can be hit or miss.