New York Times article says 'homophobia cannot be ruled out' in poor box office returns for 'Bros'

A New York Times article on the low box office gross for gay romantic comedy "Bros" said "homophobia cannot be ruled out" for its underwhelming performance.

"What went wrong in this case?" the Times' Brooks Barnes reported. "In going after the widest audience possible, 'Bros' may have fallen into a marketplace nether world — too straight for gay audiences, and too gay for straight ones, some analysts posited. Several longtime film distribution executives noted that Eichner can be polarizing as a comedic personality and his star power, at least on movie theater marquees, is minimal. And, of course, homophobia cannot be ruled out."

The Times noted Universal poured considerable resources into the movie, spending upwards of $40 million on promotions alone, in addition to its $22 million budget. Stars like Seth Rogen and Mariah Carey urged viewers to see it, and outspoken liberal lead actor and co-screenwriter Billy Eichner engaged in a marketing frenzy to get viewers in the seats. But like many other romantic comedies in recent years, it saw poor results – another reason why more studios are sending such movies straight to streaming services, where they enjoy more success.