But now costume screenings are going to the romcoms. The Hollywood Reporter has posted that 27 Dresses is going to have live ladies walking around as fashionably adorned advertisements. As THR describes it, the screenings will have "27 models at 27 specially-selected theaters across the country, who will be wearing specially-made bridesmaid dresses adorned with the film's title and credits." That sounds special to me! These ladies will strut their stuff during sneak previews on December 27, of course.
On the one hand, I wonder how long it will take for hot fashion designers to incorporate advertisements into their wacky runway pieces. On the other... Sure, this is a marketing attempt, but why not go black tie for some goofy comedy? Wear that bridesmaid dress you never thought you could wear again. Go to a thrift store and pick up one of those $10 retro ones. Make a night out of it. Skewer popcorn, dip gourmet corn tortillas into a special cheese fondue. Even if the movie isn't that great, the experience could be.