The day has arrived: maybe the most hotly anticipated comedy of the summer, “22 Jump Street,” is in theaters today. In fact, it hit last night, and managed a very impressive $5 million midnight number, suggesting an opening around $50-60m, suggesting that Sony will be planning to expand the ‘Jump Street’ neighborhood further from here (even if directors Phil Lord and Chris Miller may be more reluctant).
But you can’t stop selling once a movie’s in theaters, and, wary of potential competition from the World Cup now underway, stars Channing Tatum and Jonah Hill have recorded a couple of soccer-themed spots. Like the film, they’re very funny, and like the film, they’re refreshingly honest about the cynical marketing tactics, turning that into a self-deprecating joke. Check them out below (especially the second one).
And there’s one more bit of goods too: a trailer for the film with Tatum, Hill, Ice Cube, Rob Riggle et al replaced by their stand-ins. It’s a nice little nod to the unsung heroes of a film set, and another smart bit of marketing for the film. Take a look below.