Columbia Pictures Teams Up With foursquare for "30 Minutes or Less" Badge

Earn the Badge, Get Discounts, and Enter to Win a Cash Prize Toward a Year's Worth of Pizza

Jul 18, 2011, 12:53 ET from Sony Pictures Entertainment

CULVER CITY, Calif., July 18, 2011 /PRNewswire/ -- In anticipation of the nationwide release of Columbia Pictures' action-comedy 30 Minutes or Less, the studio has partnered with the social media site foursquare to create an innovative program that encourages users to interact with the film online and in the real world.  30 Minutes or Less will be released in theaters nationwide on August 12, 2011.

In the most expansive foursquare badge program tied to a motion picture, users can follow 30 Minutes or Less, then check in to movie-themed places.  The check-ins include pizza parlors and banks, as well as food trucks, screenings, Comic-Con®, and movie theaters on opening weekend, to unlock the 30 Minutes or Less badge. 

In the action-comedy 30 Minutes or Less, Nick (Jesse Eisenberg) is a small town pizza delivery guy whose mundane life collides with the big plans of two wannabe criminal masterminds (Danny McBride and Nick Swardson).  The lowlifes kidnap Nick and strap a time bomb to him – with the promise that they'll blow him up unless he robs a bank. With only a few hours to pull off the impossible task, Nick enlists the help of his ex-best friend, Chet (Aziz Ansari).  As the clock ticks, the two must deal with the police, hired assassins, flamethrowers, and their own tumultuous relationship.  The film is directed by Ruben Fleischer.  The screenplay is by Michael Diliberti from story by Michael Diliberti & Matthew Sullivan.  Produced by Stuart Cornfeld, Jeremy Kramer, and Ben Stiller.

Once users have unlocked the 30 Minutes or Less badge, select movie theaters may offer them promotional items when they see 30 Minutes or Less opening weekend.  In addition, beginning today, foursquare users in the US who have unlocked the 30 Minutes or Less badge will be entered to win the 30 Minutes or Less foursquare Sweepstakes.  The grand prize is $3,000 (that can go towards a whole lot of pizza… ).

The promotion will take place worldwide.  Domestically, the badge will be featured with a call to action on 30 Minutes or Less print materials, including in-theater standees, bus shelters, and outdoor advertising.  Additionally the badge will be mentioned in radio spots.

Commenting on the announcement, Dwight Caines, president, Worldwide Digital Marketing, said, "In 30 Minutes or Less, our characters are in a race against time of sorts, racing from place to place in their town, so we took the real-world types of locations they visit and extended them into the digital space with foursquare.  The movie experience is integrated in a way that feels natural and organic to how people use foursquare – as users check into real-world locations, they get rewarded with badges that become conversation pieces about the movie."

Jonathan Crowley, Director of Business Development for foursquare Media Partnerships, added, "30 Minutes or Less is breaking new ground in reaching its target audience, engaging them directly in social media while they're out in the real world using foursquare. By connecting with them when they're doing the things they normally do – for example, presenting them with a hilarious tip while they're eating a slice of pizza – the studio is creating a relevant connection and drive awareness of the film."

Foursquare users can get started now at

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Corporation of America, a subsidiary of Tokyo-based Sony Corporation.  SPE's global operations encompass motion picture production and distribution; television production and distribution; home entertainment acquisition and distribution; a global channel network; digital content creation and distribution; operation of studio facilities; development of new entertainment products, services and technologies; and distribution of entertainment in more than 140 countries.  Sony Pictures Entertainment can be found on the World Wide Web at

About foursquare

Foursquare helps you explore the world around you. Meet up with friends, discover new places, and save money using your phone. Whether you're setting off on a trip around the world, coordinating a night out with friends, or trying to pick the best dish at your local restaurant, foursquare is the perfect companion. For more information, visit

SOURCE Sony Pictures Entertainment