Entertainment One, the City of Toronto, the Toronto Star and various city-wide retail locations have partnered to promote The F Word with a number of local marketing initiatives.

The promotion will include a map inspired by Toronto that was created by Evan B. Harris, who did the animations featured in The F Word. The maps will be distributed throughout the city and will also be featured in the July 11 edition of the Toronto Star, which is also running a contest for premiere tickets.

In addition, a postcard collection featuring scenes from The F Word will be available at locations seen in the film, including the CN Tower, ping-pong bar SPiN Toronto, knitting store The Purple Purl and Rooster Coffee House.

The F Word, directed by Michael Dowse and written by Elan Mastai, is set in Toronto and was shot almost entirely in the city. Since the Toronto landmarks featured in The F Word are easily identifiable, it gave eOne numerous promotional opportunities to work with that were linked directly to the film, said Carrie Wolfe, eOne’s VP publicity and promotions.

She approached the city about getting involved in the promotion of the film, as well as the Toronto Star and the retail locations featured in The F Word.

“We are always looking at different partners and different ways to get the movie out there, and this seemed like a natural extension to the plan,” Wolfe told Playback Daily.

From the city’s perspective, the partnership provided a creative opportunity to showcase Toronto as a great place for production and to show audiences around the world that Toronto is a vibrant, diverse city, said Randy McLean, manager of economic policy in the city’s economic and culture department.

Through the partnership, the city contributed $25,000 to the promotional campaign of the film and to purchase advertising in the U.K. and other international markets.

“The movie screening locations in Toronto and in the U.K. and the additional exposure garnered through the Toronto Star and the map, contest and postcard campaigns…makes this investment worthwhile as it is being leveraged in multiple ways,” McLean told Playback Daily.

The F Word will open in theatres across Canada on Aug. 22. David Gross and Jesse Shapira of No Trace Camping produce The F Word, along with Andre Rouleau of Caramel Films and Macdara Kelleher of Fastnet Films.