(NBC News) The original "Anchorman" was not such a big hit initially.
Nine years later, the movie's cult following has helped bring a sequel, "Anchorman 2: The Legend Continues", to theaters.
"It's the kind of movie people like to watch over and over again," says Fandango's Dave Karger.
As time went on, Will Ferrell noticed the film's staying power.
"The Google searches, Google alerts for Ron Burgundy would start popping up. Where it'd be once a year, then it'd be once a week," he says.
Ferrell sensed the appetite for a sequel, but took an unconventional route when it came time to promote it.
He appeared in character for most of the promotions, including guest appearances on small market newscasts.
"To have Will Ferrell in character as Ron Burgundy co-anchor a newscast in Bismarck was, I think, an absolutely brilliant move, and something very different and the kind of thing that's perfect for 2013," Karger says.
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