Scott Pilgrim takes on Toronto (in a good way)

A unique media-based co-promotion for the upcoming Universal Pictures movie Scott Pilgrim vs. the World is bringing together several major Canadian tourism agencies.

Canadian actor Michael Cera may be battling evil ex-boyfriends in his upcoming film, Scott Pilgrim vs. the World, but the studio behind the film has teamed up with several Canadian tourism agencies to do some promotional good.

The Canadian Tourism Commission, the Ontario Tourism Marketing Partnership Corporation and Tourism Toronto have partnered with Universal Studios to create a unique co-promotion for the film and the city in which it was filmed, Toronto. The tourism agencies devised the idea, and worked with Universal Pictures directly to develop the promo.

It all comes together at, a co-branded website that builds on Cera and the film’s relationship with Toronto. On the site, visitors can download a podcast featuring Cera and other cast members sharing travel tips for Toronto, view fan pictures on a Scott Pilgrim background from a Comic-Con party, or enter a contest to win a trip for two to Toronto that includes, hilariously, breakfast at iconic Toronto dive bar, Sneaky Dee’s. The Canadian Tourism Commission will also feature the podcasts on its websites targeting American travellers and other international markets.

Toronto plays a starring role in the film, which is based on a series of graphic novels. In the movie, Scott Pilgrim lives in Toronto and finds the girl of his dreams, but has to battle her seven evil exes before he can call her his girlfriend. The prize pack for the trip to Toronto features locations that are seen in the film.