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Why Did BROS Bomb at The Box Office Despite Studio Backing?
By Movieguide® Staff
Universal Studio’s recent LGBTQ rom-com BROS bombed at the box office.
According to star and writer Billy Eichner, the low numbers were due to the lack of “straight people” in attendance.
“Even with glowing reviews, great Rotten Tomatoes scores, an A CinemaScore, etc., straight people, especially in certain parts of the country, just didn’t show up for ‘Bros,'” Eichner wrote. “And that’s disappointing but it is what it is.”
However, the movie’s opening weekend total of $4.8M contradicted the reviewers’ zany puns about same-sex relationships—and the importance of same-sex stories in Hollywood—that Echnier referenced.
According to the studio, BROS had a total budget of $22M and an expected opening weekend of around $10M.
Moreover, the “Audience Score” of 91% on the Rotten Tomatoes review site is misleading. While 91% was the score from 500 “verified ratings,” the “all audience” score dropped to 60% with over 1,000 ratings.
On IMDb, BROS sits at 6.5/10 stars with over 7,000 ratings.
A portion of Movieguide®’s review of the movie reads:
BROS is an extremely lewd, obscene romantic comedy, from a major movie studio, about two homosexual men in New York City. Aaron is a politically active man who’s planning the opening of an LGBTQ history museum. In his private life, Aaron engages in meaningless homosexual trysts with men off the streets. However, one night, he goes to a homosexual bar and becomes attracted to a buff young man named Bobby. Soon, the two men start an ongoing relationship with one another, including rough sex.
Despite Eichner’s claim that the “straight” community is to blame for the movie’s failure, the consensus from moviegoers is that the BROS missed nearly every mark.
Variety recently published an article titled: “Why Did Billy Eichner’s ‘Bros’ Bomb at the Box Office? Straight People Aren’t Entirely to Blame.”
The article pointed to the movie’s lack of star power, misleading marketing, “distracted community,” and poor timing as additional reasons for the box office woes. But these again miss the glaring fact that the R-rated comedy willingly ostracized its largest audience with its content.
By comparison, the faith-filled, inspiring movie LIFEMARK, released in 1,800 fewer theaters as a Fathom Event outshone the LGBTQ rom-com at the box office.
With only a budget of $4M, the Kendrick Brother’s depiction of a true story has already made a profit in theaters—the same cannot be said for BROS.
A portion Movieguide®’s review of LIFEMARK reads:
LIFEMARK is a well-made, heartwarming, inspiring movie produced by the Kendrick Brothers and Kirk Cameron, who also stars. The movie is solid throughout, with a positive Christian worldview. The movie promotes relying on God, believing God’s plan, forgiveness, and loving others. There’s also a beautiful pro-life message about adoption, giving life and the value of life. Don’t let the PG-13 rating stop you from seeing this movie. The movie’s themes about abortion and pro-life issues are the reason the Hollywood elites are giving LIFEMARK such a tough rating.
Movieguide® previously reported on the correlation between sexual content in movies and how it often ostracizes the country’s biggest audiences:
According to Gallup, 7% of Americans identify as something other than heterosexual. Gallup also reported that in 2021, 69% of Americans identify as Christian. From a logistical standpoint, it makes sense that studios want to target the largest audiences.
According to Movieguide®’s 2022 Report To The Entertainment Industry, “92% of the Top 25 Movies had no sexual content or immorality or only light or implied sexual content (No S or S).”
The report continues: “Only one, or 4% of the Top 25 Movies, had any depicted sexual nudity in them (NN or NNN), so 96% had no sexual nudity whatsoever!
While BROS is meant to be a comedy, most audience members correctly assessed that the movie’s hollow analysis of current times and gratuitous depictions of sex and foul language were reasons to miss this rom-com altogether—regardless of any agenda.
Despite LIFEMARK’s smaller budget, limited release, and no backing from a major studio like BROS’ Universal, it managed box office success due to its hopeful, faith-filled depiction of a real-life story orchestrated by God.
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
Now more than ever we’re bombarded by darkness in media, movies, and TV. Movieguide® has fought back for almost 40 years, working within Hollywood to propel uplifting and positive content. We’re proud to say we’ve collaborated with some of the top industry players to influence and redeem entertainment for Jesus. Still, the most influential person in Hollywood is you. The viewer.
What you listen to, watch, and read has power. Movieguide® wants to give you the resources to empower the good and the beautiful. But we can’t do it alone. We need your support.
You can make a difference with as little as $7. It takes only a moment. If you can, consider supporting our ministry with a monthly gift. Thank you.
Movieguide® is a 501c3 and all donations are tax deductible.
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