Marketing Lessons From Ron Burgundy

Believe it or not, fictional newsman Ron Burgundy is slated to guest host ESPN's signature newscast "Sportscenter." If you don't like sports and haven't seen the 2004 classic comedy "Anchorman," then you may not know what I'm talking about. I can guarantee this will change over the next two weeks as the publicity machine for Will Ferrell's "Anchorman 2" hits full stride in ways that movie marketing has never seen before.

In advance of the movie's Dec. 18 release, Ferrell and "Anchorman 2" are changing the way movies are publicized by going far beyond action-packed trailers and media tours.