It seems like Universal is aiming to turn Mamma Mia! into a cult hit among the sing-along crowd. In order to boost the film’s profile (and box office grosses) over Labor Day, the studio plans to present Mamma Mia! The Sing-Along Edition in select theaters nationwide so you can finally let your inner Pierce Brosnan out.
While it’s not as campy as Rocky Horror or as beloved as, say, the now-defunct Buffy musical, this could just be the hook the film needed to take it beyond its moderate summer hit status. No word on what the audience participation might include, but we suggest that S.O.S. pads get in on the product tie-ins during the aural massacre that is Pierce Brosnan’s rendition of that ABBA song. [Source: Reuters]