Universal’s ‘Bros’ Blitz And “History-Lesson” Marketing Campaign Ripped By Harvey Fierstein; Billy Eichner Counters That “No Blueprint” Existed For The Gay Rom-Com – New Yorker Festival

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Universal’s ‘Bros’ Blitz And “History-Lesson” Marketing Campaign Ripped By Harvey Fierstein; Billy Eichner Counters That “No Blueprint” Existed For The Gay Rom-Com – New Yorker Festival
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A New Yorker Festival panel with actor and comedian Billy Eichner and playwright and actor Harvey Fierstein, who both appear in Bros, turned into an onstage post-mortem about the gay rom-com’…

Fierstein, who has a cameo role in the film, criticized Universal’s “history-lesson” marketing and the studio’s decision to open it wide given that the high-stakes release pattern meant that the pitch took a hectoring turn. It then had to cajole a broad cross-section of people to buy tickets, not an easy feat even before the climate grew even dicier for theatrical comedies coming out of Covid. The result: a $4.8 million weekend, about 40% below expectations.

While the panel at the SVA Theatre was harmonious and Eichner lavished praise on Fierstein’s legacy, he did gently push back on the idea that the studio deserved blame for how it handled. “There wasn’t much of a blueprint for this movie when it came to the marketing and all of that,” Eichner observed. Universal “could not have been more supportive every step of the way. But it was a new type of movie for them, too.

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