In Sacha Baron Cohen’s Bruno, the gay, Austrian titular character dreams of becoming “uber-famous”—and it seems those dreams are coming true. The film topped the box office this weekend, grossing $30.4 million after its midnight debut. (For context, Cohen’s first film, Borat, made $9.2 million on its first day—though Bruno debuted on more than three times as many screens as the one starring the infamous green thong-wearing provocateur.) Coming in second was the third Ice Age movie, raking in $28.5 million. Transformers: Revenge of the Fallen dropped 58 percent in its third week with $7.6 million—what, is everyone already over Megan Fox?