Anchorman 2' finds that everything old is news again

• Paramount Pictures
• 24-HOUR NEWSY PEOPLE: Paul Rudd, Steve Carell, David Koechner and Will Ferrell in "Anchorman 2."

The best thing about Anchorman 2: The Legend Continues may be its own ubiquitous, frequently inspired promotional campaign. After seeing Will Ferrell read the real North Dakota news in the guise of his fake broadcaster Ron Burgundy, or sampling Ben & Jerry's Anchorman-themed ice cream flavor "Scotchy Scotch Scotch," you may find the actual film a little superfluous.

But the loopy comedy may have been destined to feel like an afterthought no matter how it was marketed. Anchorman 2 struggles to live up to the standard of its predecessor of nearly 10 years ago. As an increasingly bizarre spoof of 1970s television and gender roles, Anchorman: The Legend of Ron Burgundy combined an innately amusing concept with a tight, improv-happy cast at the height of their powers. Anchorman 2 can't recapture the same brand of silly spontaneity, but its sheer quantity of gags ensure that enough of them stick.

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The film opens with Burgundy and his rival-turned-wife Veronica Corningstone (Christina Applegate) co-hosting a New York City news program. When she gets promoted and he gets fired, Burgundy undergoes a downward spiral arrested by an unexpected offer to join the world's first 24 hour news network. (My favorite irony of the film is that it primarily takes place in New York, even though it was largely filmed in Atlanta, the real home of the original 24 hour CNN.)

For the venture, Burgundy re-assembles his old San Diego news team, including sportscaster Champ Kind (David Koechner), muckraker Brian Fantana (Paul Rudd) and weatherman Brick Tamland (Steve Carell). One of the film's most inventive finds the reunited broadcasters in a Winnebago accident, with stray bowling balls and scorpions flying disastrously around in slow-motion.

At the fledgling station, Burgundy encounters such new foils as a female African-American boss (Meagan Good) and slick young anchor Jack Lime (James Marsden), who sneers at Burgundy, "This ain't local news anymore. We shit standing up here" in one of the film's typically bizarre lines. In an effort to one-up Lime, Burgundy stumbles into the formula for the worst trends in contemporary newscasting. Emphasizing patriotism, sensationalism, weather panic and cute animals, Burgundy's ratings climb as journalistic standards dwindle.

Anchorman 2 throws out numerous plot threads without committing to most of them, from Burgundy's awkwardness at interracial dating to his lack of reliability as a father. The fact that all of his son's big events and recitals seem to take place opposite breaking news stories subtly tweaks Hollywood clichés of neglectful parents.

The original Anchorman built to such heights of idiocy and surrealism that the follow-up, much like the Austen Powers sequels, has almost nowhere to go. Once-inspired set pieces lead to callbacks that have to offer even more craziness and bigger celebrity walk-ons, for half the effect. When Brick romances an equally empty-headed co-worker (Kristen Wiig), the pair seems so deranged, their antics might as well take place in a vacuum - it's like their unmoored from any relatable reality.

Atlantans can enjoy the pleasure of spotting landmarks like the Silver Skillet, as well as scanning the backgrounds for local actors cast as extras. L. Warren Young probably makes the biggest impression as the father of Meagan Good's character, but you'll constantly catch a glimpse of familiar faces. And if you enjoyed the first Anchorman, you'll like seeing the band get back together, and its weirdness certainly makes it unpredictable. Some of Anchorman's sense of fun still remains - it just doesn't feel like news any more.

Anchorman 2: The Legend Continues. 2 stars. Directed by Adam McKay. Stars Will Ferrell. Rated PG-13. Opens Dec. 18. At area theaters.