Paramount Vantage’s ad-buy promotional campaign for The Foot Fist Way — a film for which I didn’t much care for, though through no particular fault of star Danny McBride — is a pretty smart thing, utilizing face-identified quotes from big screen colleagues Will Ferrell, Ben Stiller, Jonah Hill, Patton Oswalt, Seth Rogen and even the director’s father, Paul Hill. Some are semi-earnest pitches, most are tongue-in-cheek, but, individually and collectively, they give off a guerrilla-cool vibe, which is exactly the right thing for this movie, which is trying to tap the same low-fi vein that made audience-owned hits out of first Napoleon Dynamite and then last autumn’s Juno. The original poster is graphically catchy — it’s got a good color scheme and tagline — but this concept should have been pumped even earlier as the official second-round poster.
* not the band