According to the Hollywood Reporter, movie studio 20th Century Fox is planning to dress models in a special bridesmaid dress at 27 theaters across the country in connection with their upcoming release "27 Dresses," starring Katherine Heigl. They will appear at advanced showings of the movie on December 27, 2007.

The dress will be similar to the one that Heigl wears in the poster art for the movie (seen at the left). There was no mention about which theaters will be participating in this promotion. Update: I found a press release, which shows a model on a stand wearing the dress (see below). A larger version of that photo, and others, is available on the Photo Galleries page for the movie.

In "27 Dresses," Heigl plays an idealistic, romantic and completely selfless perennial bridesmaid whose own happy ending is nowhere in sight. But when her younger sister captures the heart of Jane's boss — with whom she is secretly in love - Jane begins to reexamine her "always-a-bridesmaid..." lifestyle.

The movie opens in theaters across the country on January 11, 2008. For more information, please see its Information Page.

Thanks to Ron H. for bringing this story to our attention!