THE NICE GUYS
BREAK CANADIAN ARMS
FOR THE CHANCE TO WIN A TRIP TO L.A!
WORLD’S FIRST ARM BREAKING SERVICE OPENS IN TORONTO
TORONTO, CANADA, May 18, 2016 –Hundreds of Torontonians proved they would do whatever it takes to win a trip to Los Angeles as they stood in line at the world’s first Arm Breaking Service. The one-of-a-kind agency was installed in the heart of Toronto’s shopping district in support of the anticipated theatrical release of THE NICE GUYS.
An authentic groovy 70’s pop-up office opened its doors on the city’s iconic Queen Street West for one day only offering fans the chance to step back into 1977 and have their arm broken to qualify. Four not-so-nice “tough guys” inspired by the film’s lead characters enticed hundreds of patrons to participate with their baseball bats and brass knuckles. Once inside, fans were thrilled to know they simply had to slip on a branded plaster cast and upload a selfie tagging #BreakYourArm to enter. Upon exit, participants walked away with two functioning arms and a personalized cast as a keepsake.
A national social media contest was layered into the stunt extending the experience to fans across Canada. Fans are encouraged to upload pictures of their real or fake casts on Instagram or Twitter using #BreakYourArm tagging @WBPicturesCan to enter.
This cinematic, immersive stunt was created by Producer Jonny Pottins and Creative Director Mark Mason with the support of a team of Hollywood set dressers and professional artists. A “totally rad” ninety second video was shot capturing the unbelievable execution. You can view it here:
“The Nice Guys” opens nationwide on Friday, May 20, 2016
About the movie:
Oscar winner Russell Crowe (“Gladiator,” “A Beautiful Mind”) and Oscar nominee Ryan Gosling (“Half Nelson,” “The Big Short”) star in Silver Pictures’ action comedy “The Nice Guys,” from writer/director Shane Black (“Iron Man 3,” “Kiss Kiss, Bang Bang,” “Lethal Weapon”).
“The Nice Guys” unfolds in 1970s Los Angeles, when down-on-his-luck private eye Holland March (Gosling) and hired enforcer Jackson Healy (Crowe) become the unlikeliest of partners. Working together, they have to find a missing girl who seems to have a target on her back. And is her case related to the violent death of porn star Misty Mountain in a car crash? During their investigation, March and Healy begin to uncover a shocking conspiracy that reaches up to the highest circles of power…and just might get them both killed.
The film also stars young actress Angourie Rice, Matt Bomer (“Magic Mike,” HBO’s “The Normal Heart”), Margaret Qualley (HBO’s “The Leftovers”), Keith David (TV’s “Community”), Beau Knapp (“The Gift”) and Oscar winner Kim Basinger (“L.A. Confidential”).
Shane Black directed the film from an original screenplay he wrote with Anthony Bagarozzi. Joel Silver (the “Lethal Weapon” films, “The Matrix” films, the “Sherlock Holmes” films) produced the film under his Silver Pictures banner. Ken Kao, Hal Sadoff, Bagarozzi, Alex Walton and Michael J. Malone served as executive producers.
The behind-the-scenes creative team included Oscar-winning director of photography Philippe Rousselot (“A River Runs Through It,” the “Sherlock Holmes” films), production designer Richard Bridgland (“Serena,” “Unknown”), editor Joel Negrón (“21 Jump Street,” “Transformers: Revenge of the Fallen”), and costume designer Kym Barrett (“The Matrix” films, “The Amazing Spider-Man”). The score is by composer John Ottman (“X-Men: Days of Future Past”) & David Buckley (TV’s “The Good Wife”).
Warner Bros. Pictures presents a Silver Pictures Production in association with Waypoint Entertainment, “The Nice Guys.” Slated for release on May 20, 2016, the film will be distributed in North America by Warner Bros. Pictures, a Warner Bros. Entertainment Company.