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Early Friday morning it looked like Sacha Baron Cohen had done it again with his new film Brüno. With post-midnight ticket sales in the neighborhood of $1.6 million some Hollywood insiders were predicting around $50 million for the opening weekend   Well, $50 million didn't happen. Brüno finished the weekend with a respectable $30.4 million. But, $20 million is a pretty big gap... what caused such an erroneous projection? Well, TIME thinks Twitter is to blame.

Did Twitter cost Brüno millions? Tell us what you think.

"Brüno's box-office decline from Friday to Saturday indicates that the film's brand of outrage was not the sort to please most moviegoers — and that their tut-tutting got around fast. Brüno could be the first movie defeated by the Twitter effect."

With techsavvy moviegoers tweeting their opinions to literally millions of followers, the micro-blogging site can make or break a film in one day.

Days

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