US film studio Twentieth Century Fox has handed the online rights for the new film Me, Myself & Irene to Virgin Radio, making it the first ever radio station in the UK to secure the rights for a major Hollywood release.
Users who type in the address www.memyselfandirene.co.uk will find themselves redirected to the Virgin Radio web site (www.virginradio.co.uk) which will host trailers, quizzes and online postcards.
Beginning on 18 September, the film is to be promoted both online and on air on Virgin Radio in time for its UK release on Friday 22 September.
Kieran Breen, marketing director at Twentieth Century Fox said: 'Virgin Radio's audience profile of young, internet-savvy, entertainment fans makes it an ideal partner for a gross-out comedy.'
The film, which comes from the creators of There's Something About Mary, grossed over pounds 60 million at the US box office