In promoting a film feature, studios often take creative turn to make it memorable to the moviegoers and looks like 20th Century Fox will become the latest to carry out the strategy.
The giant company has been reported to about introduce what it claims to be the first ever "live standees" when it holds sneak previews for its upcoming rom-com flick "27 Dresses" starring Katherine Heigl this Thursday, December 27, 2007. The so-called live standees will be 27 models wearing specially-made bridesmaid dresses adorned with the movie's title and credits as the screenings take place at 27 selected theaters around the States during the day.
Written by "The Devil Wears Prada" scribe Aline Brosh McKenna, "27 Dresses" centers on Heigl's character Jane, a young woman serving as a bridesmaid for years but never a bride, who faces her worst nightmare when her sister is about to marry the man of her dreams. Pic is scheduled for a January 11, 2008 release in theaters nationwide.