Dude...Where's My Sponsor?

As 4/20 nears holiday status, pot-smokers' festivities curry favor with advertisers
By Zach Samalin,  Newser Staff
Posted Apr 17, 2008 9:19 AM CDT
Stoners around the country are gearing up for this year's 4/20 festivities. As the pseudo-holiday approaches near-official status, corporate sponsors are attempting to cash in on the fun.    ((c) Thadeus Protz)
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(Newser) – Major corporations are trying to see dollar signs through the haze of pot smoke hovering over this year's 4/20 stonerpalooza, as the pseudo-holiday gains national attention with its large, (idly) devoted following on college campuses. This year, festivities will include stoner cinema debuts like "Harold and Kumar Escape From Guantanamo" and "Super High Me," MSNBC reports.

Many drug authorities see 4/20's rise to fame as a disaster. "It's a tragedy for our country," a White House addiction expert said. "It is a tragedy that this is a media circus." University officials are caught in the middle: “It’s a silly, unnecessary event that we don’t want to make into a cause célèbre," a University of Colorado official said.