Crackle, as part of marketing this month’s debut of “Joe Dirt 2: Beautiful Loser,” has launched the “Hick Yourself!” app that lets fans of David Spade’s white-trash antihero add mullets, mustaches and other redneck accouterments to their photos.
The movie, touted as the first digital sequel to a major theatrical movie, will launch July 16 on Crackle and will be available to stream for free (with ads) across multiple devices. Stars aligned for Crackle’s app promo: Thursday, July 2, is National Mullet Day, which, one assumes, is selectively celebrated in the U.S.
Sony Pictures Television’s Crackle owns and publishes the app and worked with the App Ward — a Canadian development shop whose titles include Mullet Magic Haircut Booth — to help design and develop it.
“Hick Yourself!” lets users share their altered photos on Facebook, Twitter and Instagram. In addition to the classic mullet and facial hair, users can add various props including a chainsaw and guitar into their photos.
The original 2001 “Joe Dirt” grossed about $27 million at the box office, and has gained a cult following since.
In “Joe Dirt 2,” Spade (“Rules of Engagement”) embarks on another epic journey through the recent past, traveling through the heartland of America and his own mind to get back to his loved ones. Cast includes Christopher Walken (“Wedding Crashers”), Brittany Daniel (“The Game”), Dennis Miller and Adam Beach (“Flags of Our Fathers”).
The movie was directed, written and produced by Fred Wolf (“Grown Ups,” “Joe Dirt”); Spade wrote and produced. “Joe Dirt 2” is a production of Adam Sandler’s Happy Madison Prods. and Lifeboat Prods.