But overexposure is all in the eye of the beholder, so time will tell whether or not it has any negative effect on “Anchorman 2” ticket sales
Will Ferrell has been noticeably absent from promotional events for “Anchorman 2: The Legend Continues,” because Ron Burgundy has taken over his body.
Since Paramount launched it’s impressively-integrated publicity campaign — beginning with a series of largely improvised Dodge Durango commercials featuring the newsman selling the 2013 model — Burgundy has been turned into a Ben & Jerry’s Ice Cream flavor, issued Trick-or-Treating advice, warned against piracy, presented an award at MTV’s EMAs, released a book called “Let Me Off at the Top! My Classy Life and Other Musings,” signed it for lucky fans in Los Angeles, appeared on “Conan” (again), anchored an actual newscast in North Dakota, interviewed Peyton Manning for ESPN, launched his own brand of Scotch, celebrated the sport of curling on Canadian sports network TSN and, most recently, took over the Emerson College School of Communications for a day.
That’s not even the complete list, which Vulture has generously compiled. And on Thursday, San Diego’s classiest anchor is guest hosting ESPN’s “SportsCenter.”
That’s a lot of Burgundy before Paramount expects audiences to pay to see him when he tackles the box office on Dec. 18. That being said, “Anchorman 2” is tracking very strongly, and expected to be one of the biggest hits of the holiday season. But the question remains: Is there a such thing as too much Ron Burgundy?
Here’s five signs that suggest there is:
1. College professors are complaining about his presence on their campus.
Students loved the comedic character roaming the Ron Burgundy School of Communication on Wednesday, but a few professors wondered how the publicity stunt furthered the reputation of the journalism school or had any educational value for its students.
“We get calls from colleagues around the country asking if us if we lost our minds,” Emerson journalism professor Emmanuel Paraschos told the Boston Globe. “My college roommate called me and said, ‘What are you people smoking?'”
Fortunately for the fictional journalist, college professors probably aren’t in Paramount’s target market for the PG-13 sequel to 2004’s “Anchorman.”
2. Burgundy is building up hype for guest anchoring “SportsCenter” after already appearing on a Canadian sportscast — and a local North Dakota newscast.
Sure, ESPN is a larger market, especially for American audiences, but the internet has turned any notable moment on television into a national news story. Nobody knows this notion to be truer than former North Dakota anchor A.J. Clemente.
3. The media is beginning to predict nationwide Burgundy fatigue by Friday.
“Tomorrow at 6, Burgundy will host ESPN’s Sportscenter for an entire hour. By 7, we predict, the nation will be officially burned out on Burgundy,” The Wire wrote. “For a short spurt of silliness, his schtick is great. For an hour-long, live broadcast, though, we’re less convinced.”
Whether that prediction is accurate, however, is still in question.
It makes sense that members of the media would be the first to tire of Ferrell’s schtick since they’re constantly monitoring his exploits in case they can throw it up for clicks. But the casual moviegoer or “Anchorman” fan is just tuning in when he or she wants to. Chances are, the majority of them haven’t been keeping track of just how many publicity stunts Burgundy has participated in. Still…
4. Audiences are beginning to experience Burgundy fatigue before the release of the movie he’s promoting.
Maybe I’m in the minority here, but I’ve already seen enough Ron Burgundy this week. No need to pay for the movie.
– Eye Veechat (@ivychat) December 4, 2013
Can’t wait for Anchorman 2 to open. I just saw Will Farrell going door to door asking if he can come in and do his Ron Burgundy schtick.
– Kelly S. (@kelter1) December 4, 2013
Ron Burgundy is overexposed
– Abdullah Ahmed (@Abdullah12) December 4, 2013
Is Ron Burgundy anchoring the pre-game show to the Beef-O-Brady Bowl? It’s abt the only thing left.
Whoa, lots of you also sick of the incessant Ron Burgundy publicity tour. Hang in there. We’ll get through it together.
– Jimmy Traina (@JimmyTraina) December 4, 2013
I’ve seen so much Ron Burgundy promo crap it’s killed my desire to see Anchorman 2
– Joshua Green (@JoshuaGreen) December 4, 2013
You know what would make me *really* excited for “Anchorman 2”? Not seeing Ron Burgundy again til Christmas.
– Daniel Fienberg (@HitFixDaniel) December 4, 2013
At least Ron Burgundy isn’t spreading himself too thin or anything. — Rear Admiral (@RearAdBsBlog) December 4, 2013
not sure who I’m more tired of these days, Rob Ford or Ron Burgundy?
– Ian McLaren (@iancmclaren) December 4, 2013
5. There’s still two more weeks until “Anchorman 2” hits theaters!
If there truly is Ferrell fatigue spreading across the country, this is only the first wave of it, because the promotional blitz is just warming up.
But don’t worry, Paramount. I’m still excited to see “Anchorman 2.” For now, at least. And so is this guy:
Usually when a movie is stuffed in your face you get sick of it, but I can’t get enough of Ron burgundy, guy is everywhere so hot right now
– Nicholas Russo (@Nicholas_Russo1) December 4, 2013