It’s not a dinner for schmucks but a lunch served by one.
If I hadn’t seen the word plastered on a billboard on La Brea Avenue, I would never have remotely considered using it in print myself. But there it is, in a five-foot font, just a few miles from the West Hollywood club where Lenny Bruce was arrested for saying it in 1963. Soon, no doubt, promoting a movie that will open on July 30, it will be seen on buses and benches and 30-second television ads airing in family-friendly prime time, and on the robotic lips of Mr. Moviephone: “Please confirm your order! You have purchased TWO tickets for the 7:20 showing of DINNER FOR SCHMUCKS.”
Sacha Baron Cohen, better known as the star of the eponymous "Da Ali G Show," is in Hollywood preparing for his headliner turn in an upcoming movie with the felicitous title "Dinner for Schmucks."
In the role, Cohen/Ali will portray a -- well -- schmuck, with the gift of ruining the life of anyone who spends a few minutes in his company.
The film is a remake of Francis Veber's 1998 French comedy hit "Le Diner de Cons" (The Idiot Game), which introduces a French publisher who hosts a weekly dinner for his friends.