“Bruno” takes a box office dive

The Sacha Baron Cohen comedy Bruno – slammed by GLAAD for reinforcing troubling attitudes about gay people – is turning out to be a big box office bomb.

I guess the months of publicity stunts and over-exposure hurt more than helped.

After opening in first place last weekend, the film suffered a nearly 73 percent drop in ticket sales in its second. It grossed an $8.4 million, according to studio estimates Sunday.

Bruno had mixed reviews and suffered from devastating word-of-mouth. After a solid opening night, it began to drop in business by its second night.

In its first 10 days, Bruno has grossed just under $50 million domestically and does not look to be adding much more to that total in the coming weeks.

GLAAD must be awfully glad.