‘Blart 2’ Ties Segway Record to Premiere

Sony Pictures orchestrated a publicity stunt at the premiere for “Paul Blart: Mall Cop 2” by drumming up two Guinness World Records firsts connected 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.

record, which yields some breadth of coverage. The publicity stunt is photogenic with a sea of Segway riders fronted by movie star Kevin James, who portrays Paul Blart. Pop culture website JustJaredJr.com, 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 record beefs up media coverage of the premiere, though perhaps separation of a few days might have gotten two bangs.