When the film was released, Landis, Widdoes and Allen went on a national promotional tour. Universal Pictures spent about $4.5 million promoting the film at selected college campuses and helped students organize their own toga parties. One such party at the University of Maryland attracted some 2,000 people, while students at the University of Wisconsin–Madison tried for a crowd of 10,000 people and a place in the "Guinness Book of World Records". Thanks to the film, toga parties became one of the favorite college campus happenings during 1978 and 1979.