How the West Was Won Over

The Focus folks didn't conceal the subject matter (as, for instance, Miramax did with The Crying Game). "We never tried to hide what it was, so we never had to play defense," says Schamus. Still, in some cities the ads showed the married couples rather than the two men, implying that the sexual action is mostly hetero. Not everyone is fooled. "Some straight friends said they want to see it, but it's not the type of movie you can go see with the guys," said G.P. Theriot, 31, after seeing the film with his girlfriend in Dallas. "And you can't go alone because people will think you're weird."

And, of course, the movie's stars are all hetero. "No one paying attention will fail to know that Heath Ledger just had a child by the woman who plays his wife," says Larry Gross, director of the U.S.C. Annenberg School for Communication, "and that Jake has been dating Kirsten Dunst." But then, every macho Hollywood star is straight--or must pretend to be. "The film says it's terrible that you couldn't be openly gay as a sheepherder in Montana in the '60s, but you can't be openly gay as a successful young actor in Hollywood in 2006," says Gross. "When an A-list romantic action lead comes out, that will be a Jackie Robinson moment."

So how much of a cultural shift does Brokeback represent? "This is the first sort of red-state gay movie," says producer Craig Zadan, who won a Best Picture Oscar for Chicago three years ago. "It's a movie with macho, masculine, acting-straight guys on horses, and it turns out to be a gay love story."

Schamus disputes that a chasm exists between big cities and God's country. "This whole red-state-- blue-state thing is absurd," he says. "The film has performed amazingly in Little Rock, Birmingham and Fort Worth, Texas. The fact is, Americans are Americans. There may be places where their politics in the aggregate tilt one way or the other, but do you cross a state boundary and turn into some other kind of animal? No. Americans talk to each other. Americans are listening to each other. And Brokeback is proving it."

Add it all up: Shock value. Curiosity value. Armfuls of awards. A lovely lead performance or two. A film that makes you think, lets you cry. It's no wonder Brokeback broke through.