Austria’s international man of fashion got good news and bad news at the box office this weekend.

Sacha Baron Cohen’s mock documentary Bruno landed the No. 1 spot at the weekend box office, starting big on opening day Friday but suffered a huge drop the rest of the weekend, finishing with $30.4 million, according to early studio estimates.

Revenues for hit movies typically go up on Saturday, so the tank in ticket sales for Bruno could be a sign that the comedy lacks staying power.

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

“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,” says Paul Dergarabedian, box-office analyst for Hollywood.com. “It’s going to be interesting to see how it does over the long run.”

Here’s how the rest of the Top 10 rounded out:

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.