• The Wrap reports that Project Runway's move to Lifetime has not quite worked out as Harvey Weinstein and company expected. After a very strong debut, ratings have fallen off more than 20 percent. Worse for Lifetime, having the show on its network, for which it paid a hefty price, has done little for its overall ratings picture. In fact, Lifetime's ratings in the critical 18 - 49 female demo are off 13 percent from last year. On the other hand, after losing its signature show, Bravo's ratings are up this year by 5 percent in the 18- 49 demo, and it had its "best ratings quarter ever this summer." So who is auf now Frau Klum? [The Wrap]

• Anthony Hopkins has signed on to play Thor's dad Odin in the Marvel film adaptation of its comic book series. Chris Hemsworth will star as the thunder god, while Natalie Portman will take on the thankless love interest role. Kenneth Branagh is, amazingly, directing. [Variety]

• And the new Mad Max will be...Charlize Theron. Little is known about the working script, but the Oscar winner will apparently be the front woman in director George Miller's reboot of the classic series. [Variety]

• Sethe MacFarlane's American Dad has been renewed for a sixth season. [Hollywood Reporter]

• Sony reported its fourth straight quarter of losses, although the hurt this past quarter was not as bad as analysts had predicted. The company saw sales fall off another 20 percent overall. The motion picture division saw a "30.4% year-on drop in sales — or 20% on a U.S. dollar basis. But as the NY Times reminded us this weekend, what matters is that Michael and Amy really really like each other. [Variety]

• Tensions flared at the wrap of the theater owner's ShowEast conference over the taking forever rollout of digital technology. The Hollywood Reporter reported, "it sounded more like a threat than a promise when University Mall Theatres' Mark O'Meara kicked off one d-cinema presentation by declaring, 'Digital cinema is here to stay.'" [Hollywood Reporter]

• Prepare yourself for Fish Hooks. The first new animated show to be greenlit by the Disney Channel in three years will soon be tormenting your dreams as it is forced down grown-up America's throats by a nation of over-hyped children. [Hollywood Reporter}

Hmm, is it really wise to deprive oneself of the substance that so obviously aided in creating nuggets of comedic brilliance like a talking baby, a talking dog, a talking goldfish, and a talking alien?

Especially now, when he needs fresh, weed-inspired ideas more than ever? Not only does MacFarlane have a new animated series in the works, The Cleveland Show, he also just inked a deal with Google to create original material on the web. It's gonna be called Seth MacFarlane's Cavalcade of Cartoon Comedy, and it will feature new characters in 2 minute video clips. According to the New York Times, "Google will syndicate the program using its AdSense advertising system to thousands of Web sites that are predetermined to be gathering spots for Mr. MacFarlane's target audience, typically young men. Instead of placing a static ad on a Web page, Google will place a Cavalcade video clip." Of course, MacFarlane will get a percentage of that sweet-ass ad revenue. Too bad he's not smoking anymore, because that would buy him several pillowcases full of kind bud.

[Photo Credit: Getty Images]

• Google and Creator of 'Family Guy' Strike a Deal [NYT]