Michael Cera kicks it in Toronto for new Universal Pictures action-comedy,
Scott Pilgrim vs. the World

New partnership between Canadian Tourism Commission, Universal Pictures, OTMPC and Tourism Toronto promotes Toronto tourism secrets

VANCOUVER, Aug. 4 /CNW/ - As part of a new partnership with Universal Pictures, the Canadian Tourism Commission (CTC), Ontario Tourism Marketing Partnership Corporation (OTMPC) and Tourism Toronto have teamed up to promote the new film from filmmaker Edgar Wright, Scott Pilgrim vs. the World, it was announced today. The action-comedy was filmed in Toronto and stars Canadian actor Michael Cera. It opens nationwide in theatres on August 13, 2010.

Today, the partners launched a new website, www.torontolovesscottpilgrim.com, to promote the film. The site features a video podcast of native Ontarian Michael Cera, along with fellow cast members sharing their favourite quirky local Toronto travel tips; photos from an interactive social media photo booth; and a contest offering fans a chance to win a 'Scott Pilgrim'-themed travel package.

The partnership comes at a time when memories of Canada from the 2010 Winter Games are still fresh in the minds of travellers. CTC will feature the podcast on its websites for travellers in the United States and other markets.

"We're excited about working with Universal Pictures and Michael Cera on this project," said Michele McKenzie, President and CEO of the CTC. "This partnership is another great opportunity to build on the international profile Canada acquired during the Games."

About the film:

Meet charming and jobless Scott Pilgrim (Michael Cera). A bass guitarist for garage band Sex Bob-Omb, the 22-year-old has just met the girl of his dreams...literally. The only catch to winning Ramona Flowers (Mary Elizabeth Winstead)? Her seven evil exes are coming to kill him. Genre-smashing filmmaker Edgar Wright (Hot Fuzz, Shaun of the Dead) tells the amazing story of one romantic slacker's quest to power up with love in Scott Pilgrim vs. the World. www.scottpilgrimthemovie.com

About the CTC

The CTC is Canada's national tourism marketing organization. Our vision is inspiring the world to explore Canada. With our partners in the tourism industry and the governments of Canada, the provinces and the territories, we advertise and market Canada in 12 countries around the world, conduct industry research and studies, and promote product and industry development. For regular updates on CTC initiatives, subscribe to CTC News, available through RSS feeds and by e-mail.

About Ontario Tourism Marketing Partnership Corporation

The Ontario Tourism Marketing Partnership brings together the expertise and resources of the province's marketing team and works with tourism operators in unique and exciting private/public sector partnerships. Operations encompass a full range of services and resources, from strategic planning, marketing research and product development to media advertising, consumer information services and publications, travel trade and media relations. Visit us at www.ontariotravel.net Media please contact: [email protected]

About Tourism Toronto

Tourism Toronto, Toronto's Convention and Visitors Association, is an industry association of more than 1,200 members established to strategically sell and market the Greater Toronto Region as a remarkable destination for tourists, convention delegates and business travellers around the globe. For more information please visit www.SeeTorontoNow.com.

Media Relations General Inquiries

Email: [email protected]

416 987 9088

Visit Torontolovesscottpilgrim.com

For further information: Margaret Nevin, Senior Communications Advisor, Conseillère en communications, Canadian Tourism Commission, Commission canadienne du tourisme, Tel, Tél [phone], Cell 604.376.6690, [email protected]