Bromance blame game as gay romcom flops in ‘prejudiced’ America

New movie Bros is a gay spin on the classic romantic comedy, but hasn’t been a hit with audiences.

Billy Eichner on the set of Bros, directed by Nicholas Stoller. Picture: Universal

It sounds like any rom-com: a couple get together, split up when an old flame re-enters the scene, but find themselves unable to stop thinking about one another.

Unlike any other major studio rom-com, however, the lead characters in Bros, which arrived in Australian cinemas last week, are all openly gay.

But, despite positive reviews from critics – including a 3½ -star rating from Stephen Romei in Review – it has been a box-office flop, amid claims from its star that movie-going audiences are prejudiced.

Bros took just $US4.8m ($7.5m) in its first weekend across 3350 North American cinemas, against a budget of $US22m. The following weekend it took less than half that amount.

The blame game started almost immediately. Billy Eichner, who stars in the film as podcaster Bobby, vented his frustrations on Twitter. “That’s just the world we live in, unfortunately,” he wrote. “Even with glowing reviews … 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.”

Bros may find a warmer reception in Britain, where identity politics is much less prominent than in the US. “I don’t see a difference between Bros and any other rom-com,” says the boss of a leading cinema operator. “It will stand or fall because it has a great story or it doesn’t.”

Jose Arroyo, associate professor of film studies at Warwick University, says Bros may have failed to win over key demographics. “We know a lot of heterosexual women would respond to a gay movie – you need them on board for a film to be a success,” he says. “Why haven’t women been responding to this film?”

Luke Macfarlane and Billy Eichner at the Sydney premiere of Bros. Picture: Lisa Maree Williams/Getty Images

Being gay has long been taboo for Hollywood as producers and financiers fear alienating audi­ences. Despite pushes for gender and racial diversity across cinema, there are still very few openly gay stars. Rupert Everett revealed in his 2006 memoir that he almost won a part opposite Sharon Stone in a Basic Instinct sequel, but said his agent was told: “To all intents and purposes, a homosexual was a pervert in the eyes of America, and the world would never accept me in the role.”

Universal, the studio behind hits such as Belfast and House of Gucci, backed Bros and gave a first lead role in a major movie to Eichner, 44, who is best known from TV series Parks and Recreation. He said at the London premiere last month: “We need major studios to come around and tell our own stories and portray ourselves. I hope we’re contributing to that.”

His co-star, Luke Macfarlane, 42, who plays his character’s love interest, added: “I think the more stories we tell with queer characters, the more easy and accepting it is.”

But a leading gay actor, who asked not to be named, says Bros may be affected by something other than prejudice. “It sounds like it’s just plain boring,” he says.

The Times