Universal Pictures announced yesterday the launch of their “Get On Up Tour’ celebrating the upcoming release of the James Brown biopic film.
The “Get On Up Tour” isn’t exactly your typical tour with musical performances. Universal Pictures created an interesting concept where the tour will be an immersive and interactive experience instead. The purpose of the tour is not to sell out an arena, but to inspire James Brown fans and to educate the new generation on the influence of Brown’s music.
“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 a new generation just how impactful he was, and remains to modern culture,” says Talitha Watkins, vice president of multicultural marketing at Universal Pictures.
Kicking off June 20-22 in New York City at the American Black Film Festival, the tour will incorporate powerful visuals, a place for attendees to record their best James Brown impersonation, a vinyl record tribute wall, a dance area and more exciting activities. After its initial stop in NYC, the tour will then progress to New Orleans July 3-6 at the Essence Festival. The tour will then bounce back to NYC on July 18.
Also as part of the tour, attendees will have access to a viewing area where they can watch clips from the upcoming film release along with outtakes and behind-the-scenes footage with the cast and production team. James Brown’s biopic “Get On Up” will takeover theaters this summer on August 1.
