Well, even though Joseph Gordon-Levitt’s directorial debut Don Jon’s Addiction had critics saying that it had "a heavy testosterone-driven pushiness, rather than a deeply felt sex drive as an elemental force of nature," and that, "lack of self-reflection leaves Jon, and the film with him, frustratingly one-dimensional. Both as a director and actor, Gordon-Levitt is switched on all the time, offering little shading or nuance," it still seems to be one of the hottest tickets at Sundance. And whether the film is a soulful romantic comedy that audiences will love or the aethetically pleasing and emotionally shallow film some reviews suggest, there’s no doubting that the film will sell.

So after bids from The Weinstein Company to Lionsgate/Roadside, Relativity Media has won out with a record-breaking $4 million bid—a "historic, precedent-setting deal for a Sundance film." Apparently, the company has guaranteed $25 million in P&A for the film upon its opening  to at least 2000 screens in the summer. So of course, this won’t be just an independent theater/art house movie that fizzles out. But let’s be real, its a JGL and Scarlett Johansson helmed film about sex, and if that’s not a summer blister, I don’t know what is.