LOS ANGELES — Gay Austrian fashion devotee Bruno landed the No. 1 spot at the weekend box office, though it's uncertain how much staying power he has.

Sacha Baron Cohen's "Bruno" started big on opening day Friday but had a huge drop the rest of the weekend, with the Universal Pictures mock documentary finishing with $30.4 million, according to studio estimates Sunday.

The movie took in nearly half of its weekend total — $14.4 million — on Friday, then tumbled with just $8.8 million Saturday and an estimated $7.2 million Sunday.

Revenues for hit movies typically go up on Saturday, so the nosedive for "Bruno" could be a sign it lacks the shelf life that made Baron Cohen's "Borat" a $100 million smash.

"It is unusual for a film to drop on Saturday. Normally, you expect the film at least to be even on Saturday or above compared to Friday, because Saturday is the biggest moviegoing day of the weekend," said Paul Dergarabedian, box-office analyst for Hollywood.com.

"Bruno" finished ahead of 20th Century Fox's "Ice Age: Dawn of the Dinosaurs," which took second with $28.5 million.

The weekend's other new wide release, 20th Century Fox's romantic comedy "I Love You, Beth Cooper" opened weakly with $5 million, finishing at No. 7. The movie centers on a high school valedictorian who uses his graduation speech to declare his love for a bombshell classmate.

These are estimated ticket sales for Friday through Sunday at U.S. and Canadian theaters, according to Hollywood.com. Final figures will be released today.

1. "Bruno," $30.4 million.

2. "Ice Age: Dawn of the Dinosaurs," $28.5 million.

3. "Transformers: Revenge of the Fallen," $24.2 million.

4. "Public Enemies," $14.1 million.

5. "The Proposal," $10.5 million.

6. "The Hangover," $9.9 million.

7. "I Love You, Beth Cooper," $5 million.

8. "Up," $4.7 million.

9. "My Sister's Keeper," $4.2 million.

10. "The Taking of Pelham 1 2 3," $1.6 million.