Breaking the fourth wall

This scene from Woody Allen's film 'Annie Hall' breaks the fourth wall by the main character speaking to the audience. Another character then gets involved and they both argue using the audience as backup, he brings in the Theorist Marshall McLuhan to argue his point and makes the joke "If life were only like this". I find this scene interesting as the man is speaking about film in a  post-modern view, and they bring the post-modern fourth wall into the scene.