'Blart 2' Ties Segway Record to Premiere

By Robert Marich
   April 11, 2015—Sony Pictures orchestrated a publicity stunt at the premiere for Paul Blart: Mall Cop 2 by drumming up two Guinness World Records firsts tied to the Segway personal transport vehicles seen in the movie. The publicity stunt was incorporated in the red-carpet premiere for the PG-rated youth comedy movie, which hits theaters next Friday.
   Websites post the original press release about the Guinness
Segway record is corny but photogenic for Paul Blart 2

record, which yields some breadth of coverage. For example, put the Guinness/Blart 2 PR on a page because of the involvement of the Segway vehicles. The military doesn’t strike me as a good fit with the comedy movie’s youth demographic audience, but every bit of positive publicity is welcome.
   Pop culture website, which is a good fit with the audience demographic of Paul Blart: Mall Cop 2, bundled the Guinness/Segway PR with the premiere.
   Says a Sony Pictures press release: “Prior to the premiere, more than 100 participants joined together to set a new Guinness World Records title for the Largest 2-Wheeled Electric Personal Vehicle or Segway Lesson; then, with the lesson complete, they joined James as the star led the way in setting another new mark, for Most People Simultaneously Performing a 360-Degree Turn on 2-Wheeled Electric Personal Vehicles or Segways. 
  The mass Segway roundup for the Guinness nod beefs up media coverage of the premiere, though perhaps separation of a few days might have gotten two bangs.
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