Billy Eichner defends marketing “Bros” as a historic movie

Billy Eichner at The New Yorker Festival
Photo: Screenshot

More than a week after its theatrical release, the post-mortem on Bros continues.

During a panel discussion at The New Yorker Festival on Friday evening, Bros co-writer and star Billy Eichner and Harvey Fierstein, who also appears in the film, debated the impact the gay rom-com’s marketing strategy had on its box office returns.

Ahead of its September 30 release, Bros was heavily touted as the first major studio-backed gay rom-com. In the wake of the film’s disappointing opening weekend, critics and industry watchers have speculated that the focus on the film’s historic nature and the public’s obligation to make it a box office success may have been counterproductive.

Fierstein seemed to echo that criticism, jokingly characterizing Universal Pictures’ marketing strategy as…

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