'Midnight in Paris' gets one last hurrah in theaters
Since the film's release in May, the romantic comedy has surpassed "Hannah and Her Sisters" to become Woody Allen's highest-grossing film ever -- not adjusting for inflation, of course. The movie, starring Owen Wilson as an idealist who is transported to 1920s Paris, is expected to cross the $50-million mark at the U.S. box office on Thursday.
To capitalize on that success, the studio behind the picture, Sony Pictures Classics, announced Wednesday that it will re-release the movie in 500 theaters nationwide on Aug. 26. (This weekend, the film will be playing on about 250 screens; at its peak, it was in more than 1,000 theaters in June.)
"We felt it would be a great way to go out at the end of the summer with a campaign that says, 'It's your last chance. See the movie for a second time and bring a friend to Paris,' " explained Tom Bernard, co-president of Sony Pictures Classics.
It was difficult, he added, for the film to secure screens earlier in the summer due to the onslaught of big-budget event movies booked in the majority of theaters.
Bernard also confirmed that the company is ramping up for an awards campaign for the well-reviewed picture, which earned a 92% fresh rating on Rotten Tomatoes.
"All the pundits seem to say that we've got a good chance to fare well, so we have an awards plan in the works for a lot of the categories, including best picture," he said.
Photo: Owen Wilson, left, and Rachel McAdams star in "Midnight in Paris." Credit: Sony Pictures Classics