page_title: Scott Pilgrim vs. the World
section_title: Marketing
hierarchical_section_title: Scott Pilgrim vs. the World / Release / Marketing
caption_attribution_description: Comic-Con 2010 - crowds fill the Gaslamp District
context_page_description: Scott Pilgrim vs. the World is a 2010 comedy film co-written, produced, and directed by Edgar Wright, based on the graphic novel series Scott Pilgrim by Bryan Lee O'Malley. It stars Michael Cera as Scott Pilgrim, a slacker musician who must win a competition to get a record deal, and battle the seven evil exes of his newest girlfriend Ramona Flowers, played by Mary Elizabeth Winstead. It also stars Chris Evans, Brandon Routh, and Mae Whitman as some of the evil exes, Anna Kendrick, Kieran Culkin, and Alison Pill as some of Scott's friends, Ellen Wong as Scott's other girlfriend, and Brie Larson as his own evil ex. Jason Schwartzman plays Gideon, Ramona's most recent ex and the competition's record producer.
  A film adaptation of the comics was proposed following the release of the first volume. Wright became attached to the project early on, with filming beginning several years later in March 2009 in Toronto. The film premiered after a panel discussion at the San Diego Comic-Con International on July 22, 2010, and received a wide release in North America on August 13, 2010. The film was rereleased in the United Kingdom from August 21, 2020.
context_section_description: On March 25, 2010, the first teaser trailer was released. A second trailer featuring music by The Ting Tings, LCD Soundsystem, Be Your Own Pet, Cornelius, Blood Red Shoes, and The Prodigy was released on May 31, 2010. In August 2010, an interactive trailer was released, with viewers able to click at points in the video to see production facts. The theatrical poster, noted in Liam Burke's book, "mirrored the opening image of the graphic novel", as a signal to its origins; Burke says that the film's marketing campaign was "typical of the strategy of engaging fans and building a core audience with promotional material that displays comic book continuity".
  Cera stated that he felt the film was "a tricky one to sell" and that he didn't "know how you convey that movie in a marketing campaign. [He could] see it being something that people are slow to discover." Poor marketing has been blamed for the film's lack of box-office success, especially when compared with its positive critical reception and popularity.
  At the 2010 MTV Movie Awards, the first clip of the film was released, featuring Scott facing Lucas Lee in battle. At this screening, Pill revealed that Kim and Scott's past relationship would be explored in other media, saying that there "will be a little something-something that will air on Adult Swim". The animated short, Scott Pilgrim vs. the Animation, produced by Titmouse Inc., adapts the opening prologue of the second Scott Pilgrim book and was aired on Adult Swim on August 12, 2010, a day prior to the film's theatrical release, later being released on their website.
caption: The Scott Pilgrim Experience at the 2010 San Diego Comic-Con was a popular event, taking up blocks outside the convention center.
exif: {"Image ImageDescription": "", "Image Make": "SONY", "Image Model": "DSC-T900", "Image Orientation": "Horizontal (normal)", "Image XResolution": "72", "Image YResolution": "72", "Image ResolutionUnit": "Pixels/Inch", "Image Software": "Adobe Photoshop CS3 Windows", "Image DateTime": "2010:08:03 20:24:47", "Image YCbCrPositioning": "Co-sited", "Image PrintIM": "[80, 114, 105, 110, 116, 73, 77, 0, 48, 51, 48, 48, 0, 0, 2, 0, 2, 0, 1, 0, 0, 0, 1, 1, 3, 0, 0, 0]", "Image ExifOffset": "296", "Thumbnail Compression": "JPEG (old-style)", "Thumbnail XResolution": "72", "Thumbnail YResolution": "72", "Thumbnail ResolutionUnit": "Pixels/Inch", "Thumbnail JPEGInterchangeFormat": "866", "Thumbnail JPEGInterchangeFormatLength": "9771", "EXIF ExposureTime": "1/400", "EXIF FNumber": "9/2", "EXIF ExposureProgram": "Program Normal", "EXIF ISOSpeedRatings": "80", "EXIF ExifVersion": "0221", "EXIF DateTimeOriginal": "2010:07:23 14:19:47", "EXIF DateTimeDigitized": "2010:07:23 14:19:47", "EXIF ComponentsConfiguration": "YCbCr", "EXIF CompressedBitsPerPixel": "4", "EXIF ExposureBiasValue": "0", "EXIF MaxApertureValue": "29/8", "EXIF MeteringMode": "Pattern", "EXIF LightSource": "Unknown", "EXIF Flash": "Flash did not fire, compulsory flash mode", "EXIF FocalLength": "309/50", "EXIF FlashPixVersion": "0100", "EXIF ColorSpace": "sRGB", "EXIF ExifImageWidth": "1600", "EXIF ExifImageLength": "1200", "Interoperability InteroperabilityIndex": "R98", "Interoperability InteroperabilityVersion": "[48, 49, 48, 48]", "EXIF InteroperabilityOffset": "740", "EXIF FileSource": "Digital Camera", "EXIF SceneType": "Directly Photographed", "EXIF CustomRendered": "Normal", "EXIF ExposureMode": "Auto Exposure", "EXIF WhiteBalance": "Auto", "EXIF SceneCaptureType": "Landscape", "EXIF Contrast": "Normal", "EXIF Saturation": "Normal", "EXIF Sharpness": "Normal"}