I guess everybody knows Brüno, the new character from Sacha Baron Cohen, the guy from Borat. If you still don’t know what I’m talking about, you can stop reading right now … read through till the end since there are some nice clips coming up!
For the launch of Brüno, Baron Cohen and most probably the studio, set up a major promotional campaign all over the world; he was in every TV show in every country, he made some appearances on major events, the premieres of his film were big events (see some examples below) and he was omnipresent on the web: Facebook (over 700 000 fans), Twitter (nearly 60 000 followers), Social media hub and a more corporate movie website.
For the opening weekend, the film generated an estimated 30 million $ from the box office in the US, beating big productions like Ice Age and Transformers. Till there, only good news, but …the surprising thing is that the film made 14.2 million$ on Friday, but dropped by 37% on Saturday and even more on Sunday (source: DeadlineHollywoodDaily. What happened since everything seemed to be quite perfect. Well Sacha Baron Cohen seemed to have been a victim of his own success. The audience wasn’t really very happy and they made it public to the world … via Twitter. As we know that consumers’ trust is very much influenced by other people’s opinion (especially online), the consumers went for some feedback online and this feedback wasn’t particularly positive.
The speed of the information isn’t always a benefit for everybody!
The official trailer:
Letterman about Brüno
Brüno @ MTV awards
Brüno gets Brunoed @ his own premiere