It’s the kind of marketing genius, that in some indeterminable way was part of the ingredients for the box office gold for laughers Knocked Up and The 40 Year-Old Virgin. Judging by this newest poster featuring the funnyordie clan, Judd Apatow is going for a three-peat of sorts with the Sears Studio set-up. Redundant but it works.
The campaign should ultimately be a fruitful for Columbia Pictures (the studio has effectively adopted the funny bone experts for the summer – the Adam Mckay-directed Step Brothers will be followed by Apatow-produced The Pineapple Express).
SB sees Ferrell and Reilly will play coddled guys who live with
their respective single parents. Their folks fall in love and marry, making the
guys stepbrothers.
