Twentieth Century Fox partnered with viral marketing company Thinkmodo for a publicity stunt that sent an fiery drone resembling the human torch into the skies over Nassau County's Fire Service Academy in New York.
"We understood that it was risky, but we had complete faith in the team we worked with and the local firefighters at the facility who made it their priority to keep everyone and everything safe," Thinkmodo co-founder Michael Krivicka tells Adweek. "We selected the safest location, a fire training facility, which is designed for the purpose of burning and extinguishing things."
The stunt is meant to promote the opening of Fantastic Four. Check out when Fantastic Four and other movies are coming out in ComicBook.com's Movie Release Schedule.