Spotted! Toronto descends into the DC Universe

To build anticipation for the premiere of Shazam and the new Toronto Comicon, Warner Bros brought a TTC subway above ground.

Torontonians tend to get excited over any made-in-Toronto film – whether that’s giggling with delight when Scott Pilgrim battles the Second Evil Ex at Casa Loma, or eagerly pointing out the Toronto street signs in Room. Now, the latest addition to the DC Cinematic Universe, Shazam, has brought to the big screen one of the most well-known pieces of Toronto iconography: a TTC subway car.

To build anticipation for the film’s April 5 premiere, the studio brought two of Shazam‘s pivotal scenes – including one where the protagonist descends into the underworld on a mysterious TTC subway car – above ground. Last week, an activation in Toronto’s Yonge-Dundas Square featured replicas of both the subway car and the ‘Rock of Eternity’ scene where fans could walk away with shareable social videos and photos.

The experiential activation was the result of a three-way partnership between Warner Bros. Pictures Canada, xoTO and Fan Expo Canada.

The activation opened with a star-studded celebration including film director David F. Sandberg, cast members Zachary Levi, Mark Strong, Asher Angel and Jack Dylan Grazer. Toronto Mayor John Tory opened the event, and fans were able to compete throughout the weekend for merch and screening passes.

Besides promoting the film, the dual-branded event also touted Fan Expo’s Toronto Comicon, which ran March 15 through 17, targeting fans of comics, sci-fi, horror, cosplay, anime and gaming.

Experiential agency Rooftop handled the execution of the event, while Your Brand handled influencer relations, PR and a small, social-focused media buy to promote the activation.

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