Gentlemen Broncos Viral Begins - Dr. Ronald Chevalier Videos

August 11, 2008
by Alex Billington

You may be wondering who the heck is Dr. Ronald Chevalier? First things first, he's a comedian played by the hilarious Jemaine Clement from the HBO series "The Flight of the Conchords". Second, he's a fictional character in Jared Hess' upcoming comedy titled Gentlemen Broncos. For a bit of explanation, in the film, Michael Angarano stars as an aspiring fantasy author who discovers that legendary novelist Ronald Chevalier has ripped off his supposed masterpiece titled "Yeast Lords." Now Clement's character all makes sense and that's where the viral begins, with Chevalier's official website - ronaldchevalier.com. In addition to his rather trippy website, a video titled "The Art of Relaxating" has popped up as well.

With The Dark Knight's viral an immense success, studios are trying viral marketing more often nowadays, and this is the latest attempt. However, considering this film doesn't even officially have a distributor yet, I'm amazed to see such a well thought out viral marketing scheme already in place. And honestly, this is one of the better low level virals I've seen recently. Before you even go visit the official website, I suggest you start out with this video clip. Not only is it pretty damn funny, but I'm sure it'll leave you bewildered and possibly in the mood to explore more of this guy's wackiness on ronaldchevalier.com.

There isn't that much to find on the website yet, but as time goes on, I'm sure we'll see a lot more. I'm also intrigued to see this viral already because as far as I knew, the film hadn't even shot yet. However, IMDb lists it being in post-production, so indeed it looks like they're already focusing on the marketing. I'm also wondering whether we'll ever see this lead into "Yeast Lords" or Chevalier's rip off version of the story. The description for the film explains that Chevalier has "turned desperate for ideas," and listening to this guy speak and reading about his previous books, it's obvious that he's completely incapable of coming up with anything good to begin with! Hopefully some people get some amusement of this viral.

Gentlemen Broncos is directed by Jared Hess, of Napoleon Dynamite and Nacho Libre, and written by both Jared and his wife Jerusha Hess. The film doesn't officially have a US distributor yet. I expect that it will first premiere at the Sundance Film Festival next January - so stay tuned for more information!

Discover More: Hype, Indies, Viral Marketing

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