Sacha Baron Cohen’s Bruno experienced one of the fastest free falls in box office history, dropping a staggering 73% in its second week of distribution. Unlike Cohen’s “Borat” which gained steam week after week, Bruno took only days to brick in to obscurity and certainly fast tracked this homophobic bomb into it’s rightful DVD and cable fate.

Universal Pictures paid a cool $43 million for rights to Bruno and they equaled that amount in an effort to market the film worldwide, however, those attempts were futile as moviegoers jumped ship at an alarming rate as word of mouth shouted and something called the “Twitter effect” tapped very clearly to “stay away” from Bruno.