This weekend will reveal whether the massive promotional campaign for Sacha Baron-Cohen's Brüno will pay off at the box office. Few media observers can recall any other recent film receiving so much media attention before its release, largely due to inventive P.R. stunts featuring Baron-Cohen as his Austrian "fashionista" character. While several analysts are predicting that it should rake in as much as $40 million, others put the figure much lower and predict that it will be beaten by last weekend's two top films, Transformers: Revenge of the Fallen and Ice Age: Dawn of the Dinosaurs. The film is receiving decidedly mixed reviews. (See separate item.) The Los Angeles Times reported today that Brüno is tracking strongly among young males but poorly among adult women, who seem turned off by it. Also opening wide this weekend is 20th Century Fox's I Love You, Beth Cooper, which, unlike Brüno, has been receiving hardly any publicity at all and is expected to earn about $10-15 million.