Mary Elizabeth Winstead and Michael Cera star in the Toronto-set movie Scott Pilgrim Vs. The World.

Scott Pilgrim Vs. The World opens this weekend with a cast headlined by the likes of Michael Cera and Jason Schwartzman. The film also has another star that might not be apparent until you see it on the big screen: Toronto.

Scott Pilgrim creator Bryan Lee O’Malley grew up in the city and based his graphic novels there. The film adaptation follows suit, and while it’s not uncommon for Toronto to double for another city in Hollywood movies, seeing a major film actually take place in Toronto is a novelty.

As a result, tourism officials are hoping the movie causes an influx of fanboy tourism like the Twilight series has done to the poor people of Forks, Wash.

“The initiative came about because we all wanted to promote this new movie that essentially uses Toronto as a character in the film,” Joel Peters of Tourism Toronto told Metro. Peters is involved with a campaign designed to encourage fans to geek out about Scott Pilgrim all over the city this summer.

Through TorontoLovesScottPilgrim.com, fans can log on to see interviews with cast members talking about their favourite Toronto locations and apply for a movie-themed travel package that includes a stay at the Drake Hotel and trips to Scott Pilgrim backdrops like Lee’s Palace and Casa Loma.

Toronto welcomed the production of Scott Pilgrim Vs. The World last summer with open arms and everyone involved in the movie now has favourite spots in the city. Although director Edgar Wright did jokingly reveal one major Canadian retail chain that didn’t want to be a part of it.

“Shoppers Drug Mart said ‘No.’ There you go, let’s call them out in Metro. They were the only store who wouldn’t let us film there. They got really funny about it,” he said. 

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