The 40-Year-Old Virgin “Wax-A-Thon”
Promotion / Stunt

HMG created this publicity generating stunt to generate buzz for the DVD release of Universal Studios Home Entertainment’s The 40-Year-Old Virgin. Exploiting the movie’s outrageous chest waxing scene, we staged “Wax-A-Thons” across the country, partnering with local radio stations who invited their hairy listeners to compete for the title of hairiest man in their city. Contenders showed up at our event locations to have a strip of their chest or back hair waxed. The line-up of manly men with a missing strip of hair provided a compelling, humorous and thematic photo-op for the Press who couldn’t get enough.

HMG Services
 - Concepting, Event Planning, Logistics & Execution
 - Partner Venue Acquisition
 - Contest Administration / Legal
 - Promotional Radio
 - Staffing / Staff Training
 - Street Team Flyering

Results
The "Wax-A-Thon" events generated strong national and local news coverage including Inside Edition, Premiere Magazine, The Chicago Tribune and more. The DVD sold over two million units on its release date. HMG secured over 5,000 gratis on-air spots in over 40 markets valued at nearly $2 million.