Comedian and actor Billy Eichner's new gay romantic comedy Bros is a landmark for LGBTQ+ representation and has broken new ground for studio-funded romcoms.
Perhaps more importantly, its been nearly unanimously praised by critics and viewers alike.
But unfortunately, none of that translated into box office success—not yet, anyway.
And Eichner thinks he knows why and it's the simplest answer possible—straight people are simply not willing to go see a gay romantic comedy. Homophobia on the part of theater owners already reared its head before the film even released.
Eichner spoke out about the situation in a Twitter thread in which he described the disappointment this brought to a new spin on the romcom genre.
\u201cLast night I snuck in and sat in the back of a sold out theater playing BROS in LA. The audience howled with laughter start to finish, burst into applause at the end, and some were wiping away tears as they walked out. It was truly magical. Really. I am VERY proud of this movie.\u201d— billy eichner (@billy eichner) 1664745971
In his thread, Eichner described the experience of sneaking into a theater to see the audience's reaction.
"Last night I snuck in and sat in the back of a sold out theater playing BROS in LA."
"The audience howled with laughter start to finish, burst into applause at the end, and some were wiping away tears as they walked out. It was truly magical."
"Really. I am VERY proud of this movie."
Eichner went on to point out the film is already beloved, but has also been a target of homophobia.
"Rolling Stone already has BROS on the list of the best comedies of the 21st century."
"What’s also true is that at one point a theater chain called Universal and said they were pulling the trailer because of the gay content."
And it's this, Eichner says, that accounts for the films disappointing opening weekend.
That’s just the world we live in, unfortunately. 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. And that’s disappointing but it is what it is.
— billy eichner (@billyeichner) October 2, 2022
The film opened with a disappointing $4.8 million gross, well below expectations.
Still, it's entirely possible for Bros to become a sleeper hit by building on word-of-mouth in subsequent weekends. So Eichner ended his thread with a call to action for anyone who loves a good comedy, especially straight people who are the bulk of moviegoers.
\u201cEveryone who ISN\u2019T a homophobic weirdo should go see BROS tonight! You will have a blast! And it *is* special and uniquely powerful to see this particular story on a big screen, esp for queer folks who don\u2019t get this opportunity often. I love this movie so much. GO BROS!!! \u2764\ufe0f\ud83c\udf08\u201d— billy eichner (@billy eichner) 1664745971
On Twitter, Eichner's thread produced an outpouring of support for him and his film.
\u201c@billyeichner On Friday, I had to put my dog down. I have been grief-stricken all weekend. My husband took me to Bros to spell my sorrow, and it worked. The film is a delight, and for two hours I forgot to be sad. I didn\u2019t think it would be possible to laugh like that for months. Thank you.\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner We went to see it on Friday night and it was so funny! I\u2019m incredibly happy that you made this movie!\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner @nycsouthpaw This thread is so much better when you read it imagining Billy yelling it in your ear as you walk past him and Paul Rudd standing on the street.\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner Everyone GO SEE THIS MOVIE so it makes a lot of money and they can released an extended version with my scene that got cut! Also, go see it because it's funny and great and historic.\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner Saw it yesterday, hilarious! great movie \ud83d\ude02\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner I saw it twice in Indianapolis and \u201csold out\u201d is unfortunately not the term I can use - but the reaction from the people who did show up was similar. People who see it love it instantly. Be proud. Thanks for making this future classic for us. For all. #brosmovie\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner You should be DAMN proud! It was filled with so many laugh out loud moments!I found myself relating as a straight woman saying gay men do that too???!!! \ud83e\udd23\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner I went today 2 see #BrosMovie again. It is funny, smart, & touching. \nIt was a rainy Sunday afternoon so I get people not coming out but a row of gays in front of me liked it. \nI must admit, I had 2 see if Luke was as gorgeous as I first believed and Yes He Is! Thx Billy! \ud83c\udf08\ud83c\udf08\ud83c\udf08\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner My husband and I saw #brosthemovie tonight,our first film in a theater since Covid lockdown.\n#Bros was romcom at its best \u2014 hilarious, touching, heartbreaking, heartwarming & powerful \u2014 everything a great romcom should be. \ud83d\udc4f\ud83d\udc4f\ud83d\udc4f@billyeichner is brilliant!\u201d— billy eichner (@billy eichner) 1664745971
\u201c@billyeichner I took my 67 year old friend who was possibly the only gay man in America who hadn't heard of it. We both LOVED it!\u201d— billy eichner (@billy eichner) 1664745971
Anyway, go see Bros!
