Universal Pictures launched an i-Trailer on August 4 to promote Scott Pilgrim vs. The World, debuting the marketing tool on the Yahoo! Movie site. The movie studio partnered with Mark Woollen and Associates to create it.
The i-Trailer has the look and feel of an 8-bit videogame and leads consumers who opt-in to comprehensive information about the film.
Individuals can control the path they go on as they discover facts and information about Scott Pilgrim vs. The World. Examples of featured information are where a scene was shot, what the music cue was and how a particular scene in the movie relates to the graphic novel.
The goal is to better engage Universal Pictures' target audience for the film, 13 to 34 year olds, in a one-on-one experience. After its debut on Yahoo! Movies, Universal also made the trailer available on the film's official site.