Are You Expendable?

When I first saw the ads for the movie on the walls of the Yonge subway line, I dutifully went home and YouTubed the trailers. What really caught my eye (other than the explosions) was the sheer number of different action figures both from the past as well as the present that was jammed into this film. Not to say that this is a bad thing, of course—more action for the audience! But after that passing moment, I had put this whole thing in the back of my mind and promptly forgot about it. However, a few days ago, I stumbled across this YouTube clip of Stallone (who stars in and directed the flick) doing an interview for the film, which I thought was innocuous enough. But halfway through the clip, I got a somewhat explosive surprise, which, to be frank, absolutely delighted me. Yes, that may have made me come across as somewhat bloodthirsty, but I also thought that it was a pretty cool viral marketing scheme!

After Googling it some more, I found out that not only does the film have a presence on Facebook, Twitter, and—of course—YouTube, they also have a Foursquare account as well. Huh. That’s new. Turns out Lionsgate (the movie distributor, and the mastermind behind the all the marketing) has partnered with Foursquare and local businesses to market the film. How does it do that? Well, for a month now, Lionsgate has provided followers with tips and specials in local businesses in 11 different cities—all tied in to the “bad-ass” theme in the film.

For example, one of the specials in Santa Monica, CA, tells residents to check in at The Shack (a bar/restaurant, I presume), and say “Sly sent me” to the bartender, and they would be rewarded with a $2 discount off of a draft beer. Cool, eh?

Sadly enough, I don’t think any of the 11 cities are in Canada. Nevertheless, we still have Twitter, Facebook, and YouTube! The Expendables open on August 13^th. That’s right folks, it’s this Friday! Go and see what the hype’s all about—I know I certainly will!