Stay classy, marketing

The promotional campaign for Anchorman 2 highlights how high-octane social media strategies can generate marketing momentum. But will this approach translate into box office success?

When the movie Anchorman was released in 2004, it quickly became a cult classic. Ron Burgundy gave Will Ferrell his strongest character role since his departure from Saturday Night Live.

However, one wonders whether the movie would have earned significantly more revenue than its box office gross of $US90 million ($A98.3 million) if it was released in today’s media world.

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