I know I'm on a self imposed Twitter ban for the summer but this is more about doing your homework so I'm making an exception.  That out of the way, Time Magazine says...

In the old days — like, until yesterday — movie studios judged the success of their big pictures by how much they grossed on the opening weekend. But in the age of Twitter, electronic word-of-mouth is immediate, as early moviegoers tweet their opinions on a film to millions of "followers." Instant-messaging can make or break a film within 24 hours. Friday is the new weekend.

That appears to be the lesson from the studio estimates issued on July 13 for the weekend box office. Brüno, the Sacha Baron Cohen docu-comedy in which an Austrian fashion journalist shoves his flamboyant gayness in the faces and other body parts of unsuspecting Americans, won the weekend with $30.4 million, a bit above most industry expectations for an R-rated provocation whose star was unknown to the mass audience until his Borat became a surprise hit in 2006, earning more than $260 million at theaters worldwide on an $18 million budget. Yet 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.

(The bold above was added by me) 

OK, Bruno did drop 39.2% from Friday (it's first day of release) to Saturday (it's second day of release).  There's no doubt that's a big drop.  But if you do your homework what you'll find is there's another explanation.  Heavily hyped movies tend to get huge sales in their first day and then drop afterwards. 

For example, can you guess what movie dropped 41% from day one to day two?  If you guessed Spider-Man 2 (both critically acclaimed and a box office success) give yourself a pat on the back.

How about a movie that dropped 29.1% from day one to day two?  That would be the billion+ box office hit The Dark Knight.  Oh, and it's predecessor Batman Begins dropped 39.7% from day one to day two and that was in 2005 which is a year before Twitter was even founded.

I could go on and on.  Star Wars: The Phantom Menace featured the return of the Star Wars Franchise after 16 years and was the highest grossing film of 1999 yet it dropped a whopping 56.9% from day one to day two (how old was Twitter in 1999?).  Lord of the Rings: Return of the King was the highest grossing of the LoR trilogy and it dropped 50.6% from day one to day two. 

In one final irony the article mentions two other films that held up over the weekend...

As Brüno flounced and floundered with audiences, two other behemoths stood sturdy. In its second weekend, the 3-D cartoon Ice Age: Dawn of the Dinosaurs is projected to finish right behind Brüno, at $28.5 million, for a worldwide 10-day gross of $312.5 million. And that overblown toy story, Transformers: Revenge of the Fallen, has earned more than that just in North America.

But Transfomers dropped 53.1% from it's first to second days and Ice Age 3D dropped 18.4%. 

In Conclusion: If you go into an article wanting to prove a point you'll manage to prove that point even if it's not true.  This article is a testament to that rather embarrassing fact. 

Addendum: Some are claiming Bruno was predicted to make $50 million over the weekend so it's a failure in that sense.  But if you look at the actual quote it refers to the high end (aka the studio's hopes).  Most expected it to be somewhere in the 30s.  As proof I point to boxofficeprophets.com who predicted $36 million.