Universal Pictures is taking the softly, softly marketing approach for the cinematic release of Bruno, which arrives on the big screen July 10. So far, Universal has spent more time (and cash) plugging the Sacha Baron Cohen comedy on social networks and YouTube. Could Universal be playing it too cool? (Note: This video can be found on YouTube, but this version has been embedded from traileraddict.com.)

Title: Bruno - Official Trailer

Stats: Debuting on May 26, the official YouTube trailer for Bruno has generated just 148,000 viewings and 1,058 text comments in its first week.

What you see: For the first half-minute, Universal presents us with a history lesson, reminding us what critics thought of Sacha Baron Cohen's original character, Borat. He was foul-mouthed and funny. "That was so 2006," we're reminded. For the next two minutes, we get a series of gags from Bruno, the gay Austrian fashion-TV host played by Baron Cohen. The highlights include his interview on the Richard Bey show in which he defends his right to adopt an African child, a fireside chat with some good ol' boy hunters, and a flare-up with Texas Congressman Ron Paul.