Anchorman 2: The Legend Continues: Supersized-R-Rated Version opens at the box office today. The re-release promises 763 is-it-ok-to-laugh-at-this-jokes and 20 more minutes of footage than the previous, PG-13 version that opened last Christmas. For only one week, you and a really bored date can finally make it to the movie you didn’t want to see the first time it came out.
But Ron Burgundy might be better at selling Dodge Durangos than the sequel to his 2004 hit movie. Even Paul Rudd could barely pretend to be excited about the re-release during his appearance on The Tonight Show Starring Jimmy Fallon. While Will Ferrell’s Dodge Durango commercials boosted sales by 40 percent and aired during every commercial break of every NFL game ever played all season long, Anchorman 2: The Legend Continues opened to disappointing numbers in its first weekend. Nine years is a long time to wait for a sequel, and $26.8 million in its three-day weekend opening proved to be not worth it at all. That was $28 million less than the original film back in 2004.
So how do you shake out a few more bucks without having to shoot an entirely new movie? Edit the old footage and re-release it with a witty title. Smart move, Anchorman 2, but let’s see if movie-goers will buy it.
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