Will Ferrell and John C. Reilly’s new film Step Brothers is giving cell phone users with a Bluetooth handset the ability to download free voice tones right from the theater standee advertisement. Moviegoers at 50 different Regal Entertainment Group theaters can get the voice tones free by downloading them from the standee.

The standee has a family album with candid photos of the family as they blend and is equipped with bluecasting media servers to distribute the voice tones. Four different lines from the movie are being offered. One free voicetone can be received via a text message as well as checking out the movie website.

Commenting on the announcement, Dwight Caines, executive vice president, worldwide digital marketing strategy, said, "After our tremendous success with the Bluetooth technology-enabled standees for You Don't Mess with the Zohan, it seemed natural to extend the idea to Step Brothers. People are already quoting some of their favorite lines from the film's trailer, so we thought the standee would be a great way to give fans some of those lines on their phones. We're also excited to be giving away a thirty-second clip from the film during the weekend of July 18-20 -- Step Brothers is a hilarious comedy and we're excited to share it in this way."

Via Step Brothers