+ The Sideways effect
In our study of Leisure and Entertainment I’ll be focusing on the culinary experience as art, entertainment, and leisure.
A few years ago, and in-between freelance jobs I worked at a movie theater that was playing the movie Sideways. The movie was a hit and we sold out the show at the theater for months. If you haven’t seen the movie it is a witty comedy-drama about two forty-something men, Miles (portrayed by Paul Giamatti) and Jack (Thomas Haden Church), taking a week-long road trip to the wine country of Southern California. In respect for those who have not seen the movie yet, I’ll leave the synopsis at that.
Miles Raymond (Giamatti) is a wine connoisseur/wine snob, and in the course of the movie he gives several ringing endorsements for the varietal, Pinot Nior. The most memorable is moment he is asked by Maya (Virginia Madsen), his romantic interest in the movie, why he is so into Pinot, “Uh, I don't know, I don't know. Um, it's a hard grape to grow, as you know. Right? It's uh, it's thin-skinned, temperamental, ripens early. It's, you know, it's not a survivor like Cabernet, which can just grow anywhere and uh, thrive even when it's neglected. No, Pinot needs constant care and attention. You know? And in fact it can only grow in these really specific, little, tucked away corners of the world. And, and only the most patient and nurturing of growers can do it, really. Only somebody who really takes the time to understand Pinot's potential can then coax it into its fullest expression. Then, I mean, oh its flavors, they're just the most haunting and brilliant and thrilling and subtle and...ancient on the planet.”
Also memorable is his line about Merlot, “No, if anyone orders Merlot, I'm leaving. I am NOT drinking any f****** Merlot!”
What continually amazes me is the results that this one movie had on Pinot sales.
The quantified results are here.
Was it the sincerity of the independent film? Was it the portrayals by a team of Oscar winning actors? Was it the excellent screenplay? Or is it the aspirations we have to be experts on wine? We may not ever be able to quantify that.
A few years ago, and in-between freelance jobs I worked at a movie theater that was playing the movie Sideways. The movie was a hit and we sold out the show at the theater for months. If you haven’t seen the movie it is a witty comedy-drama about two forty-something men, Miles (portrayed by Paul Giamatti) and Jack (Thomas Haden Church), taking a week-long road trip to the wine country of Southern California. In respect for those who have not seen the movie yet, I’ll leave the synopsis at that.
Miles Raymond (Giamatti) is a wine connoisseur/wine snob, and in the course of the movie he gives several ringing endorsements for the varietal, Pinot Nior. The most memorable is moment he is asked by Maya (Virginia Madsen), his romantic interest in the movie, why he is so into Pinot, “Uh, I don't know, I don't know. Um, it's a hard grape to grow, as you know. Right? It's uh, it's thin-skinned, temperamental, ripens early. It's, you know, it's not a survivor like Cabernet, which can just grow anywhere and uh, thrive even when it's neglected. No, Pinot needs constant care and attention. You know? And in fact it can only grow in these really specific, little, tucked away corners of the world. And, and only the most patient and nurturing of growers can do it, really. Only somebody who really takes the time to understand Pinot's potential can then coax it into its fullest expression. Then, I mean, oh its flavors, they're just the most haunting and brilliant and thrilling and subtle and...ancient on the planet.”
Also memorable is his line about Merlot, “No, if anyone orders Merlot, I'm leaving. I am NOT drinking any f****** Merlot!”
What continually amazes me is the results that this one movie had on Pinot sales.
The quantified results are here.
Was it the sincerity of the independent film? Was it the portrayals by a team of Oscar winning actors? Was it the excellent screenplay? Or is it the aspirations we have to be experts on wine? We may not ever be able to quantify that.
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posted by MTBCXGirl on Friday, April 25, 2008
