Jim Carrey made a lot of fans happy when he tweeted a photo from the set of Dumb and Dumber To, the highly anticipated sequel to the 1994 hit comedy Dumb and Dumber. The photo is of Carey and his costar Jeff Daniels, in character, reading a copy of Carey's new children's book, How Roland Roles. The cross-promotional tease is actually quite smart.
On Tuesday, Jim Carrey signaled the release of his new children's book, How Roland Rolls, by tweeting a picture of his and Daniels characters from the film reading an upside down copy of the book, along with the message:
"How Roland Rolls comes out TODAY but it may be a little too sophisticated for Lloyd and Harry! Yep... THEY'RE BAAAAA…"
This is not the first time Carrey has released a photo from the set. A few weeks ago he tweeted a pic of his famed chipped tooth. However, this week's picture is very much genius, when it comes to cross marketing. 1. It teases the new feature film while exposing the book to a much larger audience. 2. Most of us Dumb and Dumber fans are grown up now and we have children of our own. 3. Fans of the original film seem like the perfect demographic for the kids book.
It also takes full advantage of the buzz surrounding Jeff Daniels. Daniels has recently garnered alot of attention for his recent Emmy win this past weekend. The Newsroom, a dark horse, surprised everyone when he beat out Breaking Bad's Bryan Cranston for the Best Actor in a Drama win.
While Dumb and Dumber spawned both a cartoon series and a prequel, the forth coming sequel is the film's true successor and is expected in theaters around 2014--making it two full decades since the stars shared the screen together. How Roland Rolls is out now.
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