Sony Pictures Entertainment, Mecca and Orbitz partnered to promote the theatrical release of DEUCE BIGALO: EUROPEAN GIGOLO through the DEUCE BIGALO 'Rock Mecca' Sweepstakes. One sweepstakes participant won a roundtrip ticket for two to San Diego or Los Angeles and two tickets to see the premiere of DEUCE BIGALOW: EUROPEAN GIGOLO. In addition to the trip, the grand prize winner won a men's Mecca wsrdrobe shopping spree worth $500. Consumers entered three different ways: text entry by dialing 4Sony, internet entry through www.synthesis.net or through the mail. The sweepstakes began July 26, 2005 and ended on August 19, 2005.