16 December 2013 4:10 PM, PST | The Wrap | See recent The Wrap news »

Anchorman 2: The Legend Continues” will make more money in its first two weeks than the original “Anchorman” did in its entire theatrical run. Many will attribute this to a relentless marketing campaign that has plastered Will Ferrell’s mug everywhere from ice cream cartons to a North Dakota newscast. Yet the seeds of this holiday blockbuster were planted a decade ago, when Ron Burgundy began his transformation from cult figure to a cultural phenomenon. “The demand comes from the first movie,” Josh Greenstein, Paramount’s chief marketing officer, told TheWrap. “It was an iconic, classic comedy that had a 10-year shelf life to. »

- Lucas Shaw and Brent Lang

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