LOS ANGELES, Dec 29, 2007 / FW/ — For those who were lucky enough to snag tickets to the preview of ’27 Dresses’ starring Katherine Heigl last December 27th, you might be wondering if the Knocked Up star was hiding among the 26 other women wearing the film’s one-sheet, which Heigl actually wore in the film.
Actually, Heigl was not among them. And quite frankly, unless humankind has perfected cloning, it is impossible for Heigl to be in 27 places at the same time. ’27 Dresses’ held sneak previews in 27 locations. Each location has 27 live standees making a total of 729 women wearing the one-sheet dress nationwide last December 27.
This new dimension in promotions/sneak previews, along with the film’s playability to all ages, brought the studio its best sneak previews results in years. “27 DRESSES” and the Live Standees delighted the attendees at sold-out showings around the country, many of whom took photos of the immobile models/standees before and after the screenings.
Katherine Heigl, who earlier this year got “Knocked Up” in the hit motion picture comedy from Judd Apatow, and nabbed an Emmy® for her starring role as a surgical resident in “Grey’s Anatomy ,” is always a bridesmaid but never a bride in the romantic comedy 27 DRESSES.
From the screenwriter of “The Devil Wears Prada,” 27 DRESSES centers on Jane (Heigl), an idealistic, romantic and completely selfless woman…a perennial bridal attendant whose own happy ending is nowhere in sight.
But when younger sister Tess captures the heart of Jane’s boss – with whom she is secretly in love – Jane begins to reexamine her “always-a-bridesmaid…” lifestyle. She gets help — and maybe something more — from a cynical journalist with whom she has nothing in common.
“27 DRESSES” opens everywhere January 11, 2008.
(Photos above courtesy of Twentieth Century Fox)
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