Palm collects dresses for 27 dresses promotion

Mobile device maker Palm is helping 20th Century Fox promote their wedding-themed romantic comedy 27 Dresses with an effort that also includes a philanthropic component.

Palm is giving away tickets to local screenings of the movie to people who visit select Palm or Sprint stores. People are then asked to bring their old bridesmaid dresses to the screening. The first 27 people who do just that at each location will win a Centro smartphone.

Dresses brought in are being donated to The Princess Project, a group that provides prom dresses and such to girls who can’t afford them.

That’s a good way for the studio and Palm to accomplish a variety of goals in one swoop. Palm gets to seed a largely female audience with their Centros, hopefully starting a conversation there. Fox gets to put the movie in front of people who will hopefully spread the word before its release, something that can lead to a better opening weekend box-office take. And all of it comes with a charitable component that allows people to feel like they’re doing a bit of good, a fuzzy feeling the two companies then get a halo effect from. [via WeddingBee]