John C. Reilly embarks on Dewey Cox promotional tour

Columbia is sending John C. Reilly out on a promotional concert tour as part of the Walk Hard marketing campaign, reports Variety.

Reilly will make a number of stops as Dewey Cox – complete with back-up band The Hard Walkers – each following a screening of the movie. The tour will make stops in Cleveland, Chicago, Austin, Nashville, San Francisco, Los Angeles and New York.

The studio is hoping to replicate the success it had with sending Will Ferrell on a tour of NASCAR stops as part of the campaign for Talladega Nights.

I think this is a great move by Columbia and it makes complete sense to me that Reilly would be up for this. He, Ferrell and the others in that group of actors and comedians seem to be big fans of extending the joke into the real world and this is a fun way to do just that.