Interviews
27 DRESSES fashion sneak-peek
29 Dec '07
2 min read
Moviegoers across the nation might have been asking themselves yesterday if they had spotted newly-betrothed Katherine Heigl, in special wedding garb, at the sold-out sneak previews of Heigl's new romantic comedy “27 DRESSES.”
It wasn't the recent Emmy winner – but it was something almost equally galvanizing: 27 LIVE STANDEES -- models wearing specially-made bridesmaid dresses adorned with the film's title and credits, at 27 specially-selected locations for the December 27 sneaks. (The dresses were inspired by the film's one-sheet, in which Heigl wears the dress.)
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.
It wasn't the recent Emmy winner – but it was something almost equally galvanizing: 27 LIVE STANDEES -- models wearing specially-made bridesmaid dresses adorned with the film's title and credits, at 27 specially-selected locations for the December 27 sneaks. (The dresses were inspired by the film's one-sheet, in which Heigl wears the dress.)
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.
Fox Filmed Entertainment
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