Does This Debut Make Brüno Look Fat?

Studio maintains Baron Cohen comedy a bottom-line success with $30.4 million estimated weekend; box-office analysts say film already fading fast

Brüno beat Borat. The rest is debateable.

Sacha Baron Cohen's latest experiment in button-pushing comedy grossed $30.4 million, per studio estimates, topping the weekend competition, and besting the debut for Cohen's 2006 surprise blockbuster.

Box-office analysts, however, cautioned that that Brüno was already fizzling after a fast and fat Friday. Universal Pictures, meanwhile, basically maintained fast and fat ain't a bad thing.

"Certainly Brüno's Friday pointed to something higher than $30.4 million," Box Office Mojo's Brandon Gray said today.

Said Universal exec Nikki Rocco: "I got the fact that it's near $30 million—we're thrilled with the results."

Well, Brüno is nothing if not polarizing.