film. Three days after principal filming began, Bryan Greenberg completed the cast. The film features cameo appearances from Shaun White, Jason Segel, and Rashida Jones. Production locations were set up as early as July 13, and principal filmography commenced on July 20, 2010 in the Midtown Manhattan section of New York City. Filming continued in Central Park and other sections of New York City from July to early August before the production relocated to Los Angeles, California. Paramount Pictures dropped its original protest against the film after their director, Ivan Reitman, re-titled his film, No Strings Attached. Screen Gems then moved forward with the title Friends with Benefits. At the same time, NBC was developing a sitcom with the same title, but the movie production company stated that due to its production schedule, they didn't expect an issue to arise. Screen Gems chose to accelerate production fearing that they would lose their title to the competing Paramount project. Director Will Gluck spoke about the frustration of comparing the two films, stating: "I wish there was more space between them. The thing that's irking me now is people are saying we're remaking No Strings Attached. We're not remaking it. The two movies were being made at the same time." Gluck, in an interview with The New Zealand Herald, said that both films are different. Similar sentiments were expressed by Kunis, stating, "It's just two different movies. There's only ... so many stories you can tell in the world. This is just one of the many." The first theatrical trailer was released on March 16, 2011. The trailer had a subsequent release on YouTube and attracted over a million views in 48 hours, becoming the second most watched video of the day and the most viewed video in the film category. Promotion for Friends with Benefits subsequently grew, including promotional videos from Facebook and Twitter. Timberlake and Kunis also landed on the cover of Elle in support of the film. Writing Will Gluck stated that the concept of the story began with the idea that he wanted to work with Kunis and Timberlake, explaining that he rewrote the script for the two actors. Following those changes, Gluck expressed that he wanted to attract a more adult audience and that he "wanted to do more of an adult movie about sex, too, and about relationships". He went on to compare the storyline of