Theatrical Standee for Step Brothers to Feature Free Voicetones for Moviegoers’ Cell Phones With Bluetooth(R) Technology

      Moviegoers Downloading July 18-20 Also Receive a Free Film Clip



    CULVER CITY, Calif., July 16 /EMWNews/ -- When Brennan Huff (Will

Ferrell) and Dale Doback (John C. Reilly) become Step Brothers on July 25,

they will have fans everywhere quoting their catchphrases by using their

mobile phones. Moviegoers interacting with the new specially marked Step

Brothers theatrical standee, exclusively placed in 50 Regal Entertainment

Group theatre lobbies nationwide, will be able to receive four free unique

voicetones on their devices equipped with Bluetooth(R) wireless technology.

As an extra bonus, moviegoers interacting with the standee during the

weekend of July 18-20 will also receive, in addition to the voicetones, an

exclusive thirty-second clip from the film on their devices. Bluetooth

wireless technology enables consumers to form one-to-one connections with

their mobile devices without requiring internet connectivity.



    Will Ferrell and John C. Reilly, who last teamed in the box-office

smash Talladega Nights: The Ballad of Ricky Bobby, now star in Step

Brothers, directed by Adam McKay (Talladega Nights, Anchorman: The Legend

of Ron Burgundy). In Step Brothers, Ferrell plays Brennan Huff, a

sporadically employed thirty-nine-year-old who lives with his mother, Nancy

(Mary Steenburgen). Reilly plays Dale Doback, a terminally unemployed

forty-year-old who lives with his father, Robert (Richard Jenkins). When

Robert and Nancy marry and move in together, Brennan and Dale are forced to

live with each other as step brothers. As their narcissism and downright

laziness threaten to tear the "new" family apart, these two middle-aged,

immature, overgrown boys will orchestrate an insane, elaborate plan to

bring their parents back together. To pull it off, they must form an

unlikely bond that maybe, just maybe, will finally get them out of the

house.



    The specially marked standee, which features a family album with candid

photos of the Huffs and Dobacks as they blend into one family, comes

equipped with bluecasting media servers to distribute the voicetones.

Consumers can receive all four lines, which exemplify how Brennan Huff and

Dale Doback have refused to grow up, and use them as voicetones on their

mobile devices by following a few simple instructions on the standee.



    Finally, in addition to the 50 standees in Regal cinemas, all Step

Brothers standees will offer a voicetone to any moviegoer with a mobile

device. By texting SB3 to 77888, any mobile phone user can receive this

free additional fifth voicetone.



    Commenting on the announcement, Dwight Caines, executive vice

president, worldwide digital marketing strategy, said, "After our

tremendous success with the Bluetooth technology-enabled standees for You

Don't Mess with the Zohan, it seemed natural to extend the idea to Step

Brothers. People are already quoting some of their favorite lines from the

film's trailer, so we thought the standee would be a great way to give fans

some of those lines on their phones. We're also excited to be giving away a

thirty-second clip from the film during the weekend of July 18-20 -- Step

Brothers is a hilarious comedy and we're excited to share it in this way."



    Step Brothers is directed by Adam McKay. The screenplay is by Will

Ferrell & Adam McKay from a story by Will Ferrell & Adam McKay & John C.

Reilly. The film is produced by Jimmy Miller and Judd Apatow. The film's

website is http://www.stepbrothers-movie.com.

    About Columbia Pictures



    Columbia Pictures, part of the Columbia TriStar Motion Picture Group,

is a Sony Pictures Entertainment company. Sony Pictures Entertainment (SPE)

is a subsidiary of Sony Corporation of America (SCA), a subsidiary of

Tokyo-based Sony Corporation. SPE's global operations encompass motion

picture production and distribution; television production and

distribution; digital content creation and distribution; worldwide channel

investments; home entertainment acquisition and distribution; operation of

studio facilities; development of new entertainment products, services and

technologies; and distribution of filmed entertainment in 67 countries.

Sony Pictures Entertainment can be found on the World Wide Web at

http://www.sonypictures.com.