Just like in the fashion world, one day Bruno was hot—the next day he was not.

Even though the comedy did well enough to place first this weekend, it appears the sexually graphic film may have turned some off. Ticket sales for the Sacha Baron Cohen entry dropped 39% between Friday and Saturday, leading many to believe that negative word of mouth played a factor.

In total, Bruno piqued enough interest to raise $30.6 million over three days. While that gross beats Borat‘s $26.5 million debut, the 2006 film later went on to earn $129 million domestically.

The weekend’s only other new wide release did about as well as an episode of Heroes. I Love You, Beth Cooper, starring Hayden Panettiere, landed in 7th place with less than $5 million to its name.

1. Brüno, Universal, $30,619,130 (avg. $11,110)
2. Ice Age: Dawn of the Dinosaurs, 20th Century Fox, $27,607,497 (avg. $6730)
3. Transformers: Rise of the Fallen, Paramount, $24,213,875 (avg. $5640)
4. Public Enemies, Universal, $13,794,240 (avg. $4135)
5. The Proposal, Disney, $10,603,884 (avg. $3358)
6. The Hangover, Warner Bros., $9,933,238 (avg. $3309)
7. I Love You, Beth Cooper, 20th Century Fox, $4,919,433 (avg. $2648)
8. Up, Disney/Pixar, $4,715,746 (avg. $2143)
9. My Sister’s Keeper, Warner Bros., $4,294,382 (avg. $1757)
10. The Taking of Pelham 1 2 3, Sony, $1,543,516 (avg. $1383)

(You can review last week’s numbers here.)