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Paramount thinks outside the ‘Box’

Marketers tie raunchy Samberg sketch to 'Rod'

Marketers tubthumping pics starring up-and-coming comedians latch on to any angle they can to strike a chord with their target aud.

With “Superbad,” for example, Sony played up the laffer’s connections to “The 40-Year-Old Virgin” and “Knocked Up,” courtesy Judd Apatow and Seth Rogen. But Paramount Home Entertainment may be reaching a bit in promoting the Andy Samberg comedy “Hot Rod” via his connection to a ribald short that originally aired on NBC’s “Saturday Night Live.”

The “Hot Rod” disc, due on shelves Nov. 27, carries a sticker noting that the pic stars the co-creator of “D**k in a Box.” The Emmy- winning short, a parody of boy-band musicvideos, features Samberg and Justin Timberlake as crooners who gift-wrap their manhood for their galpals. It became a YouTube phenom much like Samberg’s earlier “SNL” short, “Lazy Sunday.”

Neither short, alas, appears on the disc.

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