By Kyle | July 9, 2011
The ever-obliging press raves, “Sony Pictures Classics is nearing a real milestone with ‘Midnight in Paris.’!”
Er, no it isn’t. “Midnight in Paris” is about to earn more dollars than any other Woody Allen movie. But so what? Those dollars are worth less and less. Saying “Midnight” is about to set a record is like saying a baseball slugger is about to set a home run record in an era when they move the fences in five feet every year. “Midnight” is going to gross maybe $42 or $45 million in its entire run. “Annie Hall” grossed $38.3 million — in 1977. That’s the equivalent of $143 million today. “Midnight in Paris” is nowhere near being Woody Allen’s biggest hit. Why does SPC care? Because they want to be able to run print and (later) DVD ads proclaiming that this is Woody Allen’s biggest hit ever. In other words, they want to have an excuse to blow some money proclaiming their own marketing genius. The movie hasn’t even broken even yet.