After a rocky production and several release delays, Warner Bros.’ and Skydance Entertainment’s Geostorm is finally in US theaters. The big budget film starring Gerard Butler (Olympus Has Fallen) is set in the near future when the weather is controlled by technology. Naturally, everything goes wrong, because the film isn’t called “Geopartlycloudy.”

The star of any disaster film is, of course, the disaster—and all the tidal waves, earthquakes, tornadoes and more can be experienced in IMAX 3D. But users can bring the storm to them with a sponsored Snapchat Lens that overlays lightening, fire and freezing conditions onto photos.

The Discovery Channel website teamed up with Geostorm to create an interactive experience involving real locations. Users simply enter an address, pick a storm—tornadoes, fire, ice or lightning—and see the result. Visual effects consume the scene, reacting with objects. For example, the sound of crushed metal and breaking glass played when a tornado “touched down” on a car in the photo. Users can also watch the film’s trailer and conduct virtual weather experiments.

Despite its $120 million budget, overall marketing for Geostorm has been more of a light drizzle. Advanced screenings were not offered to critics and Warner Bros. opted instead to partner with social media creators. The campaign included partners that targeted film fans (Just Movie Things), students (Exam Problems, A Level Problems and Student Problems) and gamers (Pack Addict).

Additionally, an official mobile game was quietly released October 12 for Android and iOS devices. The free turn-based puzzle game—also called Geostorm—follows the plot of the film and challenges players to gather and transfer data about the storm to the International Space Station (ISS). Developer Sticky Studios says that the game is fully playable without prior knowledge or viewing of the film.

The biggest campaign was a taxi prank, in which a New York City taxi took passengers into an area that was hit by a freak ice storm. Warner Bros. went all out for the prank, going so far as to toss frozen prop pigeons out of the sky onto the cab, place icicles on buildings and frozen citizens on the street.

The timing of this weather disaster film is both relevant and unfortunate, but Warner Bros. has made attempts to be sensitive to viewers surviving real-life disasters. The studio pulled one-sheets from theaters that read, “Brave the Storm” and canceled an advanced screening in Houston.

“I think everybody is concerned about this affecting anybody in a negative way,” Geostorm director Dean Devlin told Rappler. “Of course this movie is not at all meant to be cynical or any kind of exploited reaction. At the time we made the film, we were still calling these kinds of storms the storms of the century, and now they’re happening that fast. So while I regret the timing of the release of the movie, I also at the same time feel that it’s never been more relevant.”

Geostorm is expected to fetch between $10 and 12 million in its first weekend.