The Times Australia
The Times World News

.
The Times Real Estate

.

Queer romcom Bros struggled at the box-office. Are mainstream audiences still not ready?

  • Written by Damien O'Meara, PhD Candidate, Media and Communications, Swinburne University of Technology
Queer romcom Bros struggled at the box-office. Are mainstream audiences still not ready?

When Bros creator, Billy Eichner made an impassioned plea for people to see his queer-centred romantic comedy, he shared concerns on Twitter[1] that straight people “just didn’t show up.”

The subsequent “flop” discourse surrounding Bros appears to ignore the positive reviews from audiences who have seen the film[2] – focusing more on the failure of a queer romcom to have mainstream appeal, and a corresponding bottom line at the box office.

Variety’s Zack Sharf and William Earl[3] suggest that “the star power just wasn’t there” to support Bros success.

Reporting suggests[4] Bros was expected to earn $8-10 million in its opening weekend in America, but only achieved a disappointing $4.8 million. In three weeks, the queer romcom has barely earned $10 million[5], earning less-than a million in its third weekend.

Trailer: Bros (2022)

It matters that it’s queer

Being an out queer actor is rare in Hollywood. Despite recent advances, it can still mean limited opportunities. While straight, cisgender actors have won Oscars for their portrayals of gay and transgender characters, openly queer actors are rarely cast in Oscar-worthy queer roles[6].

In analysis of the queer history of The Oscars[7], Evan Ross Katz notes that: “No out LGBTQ+ actor has ever won an Academy Award for depicting an LGBTQ+ character.”

Billy Porter is a rare example of an out gay man winning an Emmy for portraying a character that aligns with his identity, for his portrayal of Pray Tell in Pose.

71st Emmy Awards: Billy Porter Wins For Outstanding Lead Actor In A Drama Series.

Guy Branum, who plays Henry in Bros provides a passionate defence of the film in a Twitter thread[8], pointing out that it features a central ensemble of out queer actors, who are often overlooked for bigger profile straight and cisgender celebrities.

Still, the Hollywood reliance on star power, particularly in romcoms, has not traditionally been a convention in the queer romcom.

The romantic comedy

Genre theory[9] emerged in the late-1960s and is used to categorise films into their type or kind. Genre is also used by producers to market films, enticing audiences through familiar conventions of their favourite type of film.

A key convention of marketing the romcom is in the pairing of a rising star with an established star – think Katherine Heigl and Seth Rogen in Knocked Up[10] (2007) – which helps build hype for the film and the profile of the rising star.

Just like the romcom, the queer romcom is a comedy where romance provides narrative drive – boy-meets-boy, girl-meets-girl, trans girl-meets-boy, they-meets-them, etc – but they also feature a self-reflexivity about queer cultural politics[11].

Queer romcom complications (and comedy) can often be grounded in not-coming-out narratives putting our protagonist in awkward situations. Queer romcoms can also look to the politics and tensions within LGBTIQ+ communities for comic observations that resonate with queer audiences.

Queer romcoms have not relied as heavily on the star power, nor had the wide distribution[12], of their mainstream counterparts. Instead the sub-genre has found a strong home with the dedicated audiences of queer film festivals, which exist, in part, to provide a place for queer people to see themselves reflected onscreen[13].

Adam & Steve[14] (2005) premiered at the Cardiff Film Festival, but never found a theatrical release. Boy Meets Girl[15] (2014) premiered at the Boston LGBT Film Festival and was released to four theatres. Australia’s Ellie & Abbie (& Ellie’s Dead Aunt)[16] (2020) premiered at the Mardi Gras Film Festival, went on to a number of queer film festivals and had a limited theatrical release.

Read more: Happiest Season is the first LGBTQ+ Christmas movie from a major Hollywood studio and it's receiving criticism – is it fair?[17]

Is streaming the new home of the queer romcom?

With the rise of streaming, queer romcoms have begun to find more success with bigger audiences.

Happiest Season[18] (2020) was banked for a theatrical release, starring Kristen Stewart across from Mackenzie Davis. However, due to the COVID-19 pandemic the lesbian romcom opted for a streaming release, breaking Hulu streaming records[19]. While hitting the star/rising star pairing, the comedy is born out of the revelation that Davis’ character is not out to her family. Awkward faux pas ensue as Stewart’s character tries – unconvincingly – to play the straight roommate.

The trailer for Happiest Season names many of the stars, including Kristin Stewart.

Single All The Way[20] (2021) is a first of its kind for Netflix[21] with Michael Urie – known for his recurring role on Ugly Betty – and supporting actor royalty including Jennifer Coolidge and Kathy Najimy. The Christmas romcom reached Number 6 in the Netflix Top 10[22] in its debut week.

Fire Island[23] (2022), another Hulu success story, was the sixth most streamed movie[24] across all platforms in its debut week. Joel Kim Booster’s queer retelling of Pride and Prejudice features numerous out LGBTIQ+ actors. While stars include Saturday Night Live’s Bowen Yang, Fire Island is a step away from the big names that were at the centre of Happiest Season.

Read more: How gay men justify their racism on Grindr[25]

Streaming services have shown a mainstream-level appetite for the queer romcom and less reliance on star power.

Hey Bros, does this mean…

While Eichner has shown strong success in his career, he is in the position of a rising star when it comes to the movies. He appears to be resisting the star/rising star convention of the romcom for the community specific conventions of the queer romcom, once relegated to the niche audiences of film festivals.

Bros went for a box office release, meaning there is a higher bar, in terms of cost and effort, for audiences to get through the door. Some have tried to point to Bros as the death knell of the romcom at the box office[26]. However, Bros is using the conventions of the queer romcom to give out queer actors a bigger opportunity, to help build their star power.

As some aspects of queer culture find mainstream prominence, there will inevitably be tension between what queer audiences and mainstream audiences expect. This isn’t the end of the queer romcom at the box office, but a step to it finding its way in the evolving genre.

References

  1. ^ shared concerns on Twitter (www.news.com.au)
  2. ^ positive reviews from audiences who have seen the film (www.intheknow.com)
  3. ^ Variety’s Zack Sharf and William Earl (variety.com)
  4. ^ Reporting suggests (www.npr.org)
  5. ^ barely earned $10 million (www.them.us)
  6. ^ openly queer actors are rarely cast in Oscar-worthy queer roles (www.sfchronicle.com)
  7. ^ queer history of The Oscars (www.intheknow.com)
  8. ^ Twitter thread (twitter.com)
  9. ^ Genre theory (www.taylorfrancis.com)
  10. ^ Knocked Up (www.imdb.com)
  11. ^ self-reflexivity about queer cultural politics (central.bac-lac.gc.ca)
  12. ^ nor had the wide distribution (www.taylorfrancis.com)
  13. ^ to provide a place for queer people to see themselves reflected onscreen (www.ingentaconnect.com)
  14. ^ Adam & Steve (www.imdb.com)
  15. ^ Boy Meets Girl (www.imdb.com)
  16. ^ Ellie & Abbie (& Ellie’s Dead Aunt) (www.imdb.com)
  17. ^ Happiest Season is the first LGBTQ+ Christmas movie from a major Hollywood studio and it's receiving criticism – is it fair? (theconversation.com)
  18. ^ Happiest Season (www.imdb.com)
  19. ^ breaking Hulu streaming records (www.harpersbazaar.com)
  20. ^ Single All The Way (www.imdb.com)
  21. ^ first of its kind for Netflix (www.wmagazine.com)
  22. ^ Number 6 in the Netflix Top 10 (variety.com)
  23. ^ Fire Island (www.imdb.com)
  24. ^ sixth most streamed movie (mashable.com)
  25. ^ How gay men justify their racism on Grindr (theconversation.com)
  26. ^ death knell of the romcom at the box office (www.cbc.ca)

Read more https://theconversation.com/queer-romcom-bros-struggled-at-the-box-office-are-mainstream-audiences-still-not-ready-192717

The Times Features

Why Regional Small Businesses in Bendigo Deserve Better Access to Finance in 2025

In the heart of regional Victoria, Bendigo has long stood as a beacon of innovation, resilience and community spirit. As we step further into 2025, the importance of nurturing sm...

Is It Time for a Deep Cleaning? Signs You Shouldn’t Ignore

Most people know they should visit the dentist for a regular check-up and cleaning every six months. But sometimes, a standard cleaning isn’t enough. When plaque and tartar build...

The Hidden Meaning Behind Popular Engagement Ring Cuts

When it comes to engagement rings, the cut of the diamond is not just about aesthetics. Each shape carries its own symbolism and significance, making it an important decision for...

Annual Health Exams in the Office: How They Can Reduce Sick Days and Healthcare Costs

Regular health check-ups, especially annual health exams in the office, can significantly impact the overall well-being of your workforce. A proactive approach to employee health...

Best Deals on Home Furniture Online

Key Highlights Discover the best deals on high-quality outdoor furniture online. Transform your outdoor space into a stylish and comfortable oasis. Explore a wide range of d...

Discover the Best Women's Jumpers for Every Season

Key Highlights Explore lightweight jumpers for spring and summer, ensuring breathability and ease. Wrap up warm with cozy wool jumpers for the chilly autumn and winter season...

Times Magazine

The Essential Guide to Transforming Office Spaces for Maximum Efficiency

Why Office Fitouts MatterA well-designed office can make all the difference in productivity, employee satisfaction, and client impressions. Businesses of all sizes are investing in updated office spaces to create environments that foster collaborat...

The A/B Testing Revolution: How AI Optimized Landing Pages Without Human Input

A/B testing was always integral to the web-based marketing world. Was there a button that converted better? Marketing could pit one against the other and see which option worked better. This was always through human observation, and over time, as d...

Using Countdown Timers in Email: Do They Really Increase Conversions?

In a world that's always on, where marketers are attempting to entice a subscriber and get them to convert on the same screen with one email, the power of urgency is sometimes the essential element needed. One of the most popular ways to create urg...

Types of Software Consultants

In today's technology-driven world, businesses often seek the expertise of software consultants to navigate complex software needs. There are several types of software consultants, including solution architects, project managers, and user experienc...

CWU Assistive Tech Hub is Changing Lives: Win a Free Rollator Walker This Easter!

🌟 Mobility. Independence. Community. All in One. This Easter, the CWU Assistive Tech Hub is pleased to support the Banyule community by giving away a rollator walker. The giveaway will take place during the Macleod Village Easter Egg Hunt & Ma...

"Eternal Nurture" by Cara Barilla: A Timeless Collection of Wisdom and Healing

Renowned Sydney-born author and educator Cara Barilla has released her latest book, Eternal Nurture, a profound collection of inspirational quotes designed to support mindfulness, emotional healing, and personal growth. With a deep commitment to ...

LayBy Shopping