The Film Agency developed an alternative marketing street role play happening for the promotion of the film: we invited three groups of young fans, influencers and bloggers who were previously selected from three different internet contests and characterized as politicians, thieves and cops. They received clues directly from the actors’ official social media profiles to help them find the mysterious box 314 somewhere in Madrid. To the surprise of the passers-by, the game contenders had to run between emblematic locations collecting life-size cardboard totems of the actors. The winners were invited to an exclusive premiere of the film, attended by the some of the main actors and directors who brought them pizza and lukewarm Champaign, just as the thieves do in the film. The relevance of this alternative marketing action was the hihest achieved on Twitter throughout the entire campaign of the film. Cien Años de Perdón (To Steal a Thief) toped Spanish Box Office, taking a massive 1.5M EUR in its opening weekend. Twentieth Century Fox distributed the film while Telecinco Cinema co-produced and boosted he promotion through its massive channels in Spain. The film is a production of Vaca Films, Morena Films in coproduction with Kramer&Sigman Films, Mare Nostrum Productions and Telefónica Studios. Acclaimed action filmmaker Daniel Calparsoro (Combustion) makes a move into heist with this film. Fiercely realistic sequences intermix with character-driven lies and tricks in this contemporary politically engaged action thriller led by Luis Tosar (Cell 211) and Rodrigo de la Serna (The Motorcycle Diaries).
