Universal City, CA, June 16, 2014 — Universal Pictures today announced the launch of the Get on Up Tour, an authentic and immersive storytelling experience crossing the country in anticipation of the studio’s upcoming James Brown biopic, Get on Up. Beginning on Friday, June 20, fans can “Get Up,” “Get Down” and “Get on the Good Foot,” throughout the United States this summer in anticipation of the new film that arrives in theaters on August 1, 2014.
The Get on Up Tour is brought to life through an experience designed to inspire fans, as well as educate a new generation about James Brown’s influence on popular culture by leveraging powerful visuals from the film and showcasing iconic images and memorabilia.
“Our goal with the Get on Up Tour is to entertain audiences who were directly influenced by James Brown’s life, as well as to demonstrate to a new generation just how impactful he was, and remains, to modern culture,” said Talitha Watkins, vice president of multicultural marketing, Universal Pictures. “We want to engage fans in a way that authentically honors his legacy while bringing the fun and funk that he brought to global audiences.”
The visuals on the Get on Up Tour will bring visitors into an experience with exciting elements and activities, including a place where attendees can record their best James Brown impersonation, a dance area that casts colorful shadows as guests show off their moves and a vinyl record tribute wall that prompts fans to capture how James Brown inspired them.
The tour will also feature a viewing area where attendees can watch clips from the upcoming release of Get on Up, as well as immerse themselves in outtakes and behind-the-scenes footage with the cast from the film’s production set. Additionally, fans can join the never-ending groove of “Can’t Stop the Funk” (www.cantstopthefunk.com) by recording their moves and uploading them to a site, where they will be featured in a tribute to James Brown.
The Get on Up Tour kicks off in New York City at the American Black Film Festival June 20-22 and travels to the Essence Festival for its 20th anniversary celebration in New Orleans on July 3-6. The tour will return to New York on July 18.
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If you haven’t seen the trailer, check it out below: