MUMBAI: In anticipation of the nationwide release of Columbia Pictures’ action-comedy 30 Minutes or Less, the studio has partnered with foursquare to create a program that encourages users to interact with the film online and in the real world. 30 Minutes or Less will be released in theaters nationwide on 12 August.
30 Minutes or Less is directed by Ruben Fleischer, screenplay by Michael Diliberti from story by Michael Diliberti & Matthew Sullivan and produced by Stuart Cornfeld, Jeremy Kramer, and Ben Stiller.
The promotion will take place worldwide.
Columbia Pictures worldwide digital marketing president Dwight Caines said, "In 30 Minutes or Less, our characters are racing from place to place in their town, so we took the real-world types of locations they visit and extended them into the digital with foursquare. The movie experience is integrated in a way that feels natural and organic to how people use foursquare – as users check into real-world locations, they get rewarded with badges that become conversation pieces about the movie."