Interactive 'Scott Pilgrim vs. The World' Trailer

Scott Pilgrim vs. the World movie

The Scott Pilgrim marketing machine is ramping up for director Edgar Wright's love letter to comic-book/video game culture. Yesterday we reported on Scott Pilgrim vs. The Animation - set to air on [adult swim] one week from today.

Today, we're bringing you the latest Scott Pilgrim vs. The World trailer - an interactive feature by i-Trailers.

i-Trailers launched on May 10th with an interactive trailer for Sex and the City 2 and later Despicable Me.

According to the press release:

"i-Trailers uses a proprietary, patent-pending platform developed specifically for the company and offers filmmakers and studios the opportunity to continually refresh the online trailer experience while engaging the audience more deeply into what is special about a film."

Given the fact that a lot of people watch trailers online, instead of inside movie theaters, it makes sense for studios to present movie-goers with an interactive experience. An interactive experience that also adds an extra layer of marketing information - instead of the passive experience of potential ticket-buyers merely "watching" a trailer.

Check out the i-Trailer for Scott Pilgrim vs. The World:

The trailer itself is identical to the second full-length Scott Pilgrim trailer but, as an i-Trailer, we're also treated to an intro by Edgar Wright and over 30 facts about the film revealed by clicking when prompted at various points. Upon completion viewers can review the list of Scott Pilgrim trivia and, based on their interactive "performance," exclusive bonus content unlocks - including a new clip from the film.

It's an intriguing idea - though, considering the footage in the i-Trailer is now over two months old, I mostly just clicked and clicked and clicked to unlock the trivia content.

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The i-Trailer is the most recent in a long line of entertaining Scott Pilgrim marketing: three exciting film trailers and the hilarious 16-Bit trailer for Scott Pilgrim vs. The World: The Game.

Scott Pilgrim vs. the World stars Michael Cera, Mary Elizabeth Winstead, Kieran Culkin, Chris Evans, Anna Kendrick, Brandon Routh and Jason Schwartzman.

Scott Pilgrim vs. the World hits theaters August 13, 2010.

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