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Stay Classy? 15 Ways That 'Anchorman 2: The Legend Continues' Will Shamelessly Market Itself To You

Features
by Drew Taylor
December 5, 2013 2:28 PM
2 Comments
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When You're Buying Beer
Coors Light, apparently suffering from sagging sales, is bringing back the old school retro can next year, and guess who they're using to promote the return? That's right, Ron Burgundy. So if you see the newsman casually swigging from an all-white can in the movie, you know what he's sipping from. 

When You're Buying Actual Booze
So there's butterscotch-flavored ice cream and depressing light beer, dressed up in a new/old package, but what about the actual scotch? It is, after all, Ron Burgundy's drink of choice. Well, fear not. Riviera Imports is introducing a Ron Burgundy scotch entitled "Great Odin's Raven Special Reserve." Each bottle will set you back $25 and if you consume it directly before seeing "Anchorman 2: The Legend Continues," it'll probably make things a whole lot funnier.

When You're Watching ESPN
On December 5th, Ron Burgundy will host the widely watched "SportsCenter" on ESPN. Consider yourself warned. Oh, and if you want a little taste, look at him interviewing Peyton Manning, who just seems kind of confused. (Note: another ESPN appearance was canceled today—are we a day away from hearing about Ron Burgundy being hospitalized for "exhaustion"?)

When You're Attending A Canadian Curling Event 
Um... So earlier this week Ron Burgundy found his way to Winnipeg for the Roar of the Rings, "the biggest curling event of the season," which will determine who will represent Canada at the Winter Olympics. While on hand, Burgundy pronounced Winnipeg to be "the Paris of Canada." He then made a bunch of regional-specific jokes that we can't make heads or tails of (another huge part of this campaign), while vowing to bring "dignity and class" to the sport of curling.

When You're Absent-Mindedly Playing A Videogame On Your Phone
Move over Candy Crush, here comes Scotch Toss, a game where you flick cubes of ice into an adult beverage while being spurred on by Ron Burgundy himself (Ferrell recorded more than 300 voiceovers for the game). This is another part of the movie's ambitious social networking plan because the game encourages players to share their scores and statistics online.  

When You're Watching Your Favorite Awards Show
Earlier this year, Burgundy appeared with the French robots known as Daft Punk on a segment recorded for the MTV European Music Awards. He rode around Amsterdam with the robots on a tandem bicycle and called them "two inexplicable continentals from outer space." This week he appeared with the cast on the CMT Awards, which honors country music's finest. Is it too early to start campaigning for a Burgundy-hosted Oscar ceremony? That'd really class things up after last year's MacFarlane misfire.

When You Are Thinking "Gee, What Else Can I Buy With My Movie Ticket"
Say you're on Fandango and you're buying your ticket to "Anchorman 2: The Legend Continues" for your local AMC theater, but you think, "Gee, I'd really love to see this movie early and with a bunch of unnecessary added doodads, for a heftily inflated price." Well, you're in luck, because a "superticket" for 'Anchorman 2' is being offered for select AMC markets, via Fandango. For $33 you get a digital download of the alternate version of the original film ("Anchorman – Wake Up, Ron Burgundy: The Lost Movie"), a pre-order digital code for "Anchorman 2: The Legend Continues" weeks before it's released on traditional home video formats, and a $5 concession card, which should be enough to buy you half a Hershey bar. In a newly recorded ad (of course), Burgundy said, "I'm sorry, America, I will not be making sweet love to your wife, but you'll get all that other 'Anchorman' stuff. I will still make love to your wife, but not as part of this promotional package. It will be a personal gift from me, Ron Burgundy, and clearly not endorsed by anybody here."

When You're Visiting A Washington, D.C.-Area Museum
The Newseum in Washington, D.C., a museum dedicated to news and journalism, recently debuted "Anchorman: The Exhibit," which includes a "re-creation of the KVWN-TV anchor desk" that allows visitors to "pose for photo ops." The exhibit also "explores the reality behind the humor of the film by telling the story of the challenges women faced when they arrived in newsrooms in the 1970s." Also the website says that "We're 72% sure that you'll love it 100% of the time." So there's that. 

But is this all just a little much? USA Today posed the question as to whether or not this is 'Anchorman' overload, especially for a movie that was more of a cult phenomenon then an outright sensation the first time around. And by time this article hits there could be at least five more examples that we'd need to add. Maybe, with everyone in the Ron Burgundy frame of mind, the sequel will be a smash. Or maybe it will be a modest hit that, years from now, will feature another sequel and, of course, an accompanying rash of product tie-ins and marketing opportunities.

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2 Comments

  • Piotr | December 6, 2013 10:26 AMReply

    These cats staked their careers on their movie. It took forever to get made because the studio didn't want to fund it. After begging and begging and begging, Ferrell & McKay finally got the money. Now, if it tanks, their reps tank too. I feel for them. That's why they're out there fighting the good fight on every spare inch of broadcast TV. Better hope people go see it on Christmas...

  • Ken | December 5, 2013 3:23 PMReply

    I think it actually works because of how they're doing it. They're promoting this film to satirical levels and they can get away with it because it fits right in with the film's style of humor. I don't think a big-budgeted blockbuster film could do it to this level because of that. But hey, if Will Ferrell is game enough, I say, continue with the insanity!

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