Lionsgate is promoting upcoming movie "John Wick: Chapter 2," the follow up to the 2014 action film starring Keanu Reeves, with an interactive chatbot experience that pulls users into the world of the hitman character John Wick.

In the film, which opens Feb.10, Wick is forced back out of retirement by a former associate plotting to seize control of a shadowy international assassins' guild, and travels to Rome where he squares off against some of the world's deadliest killers.

The interactive experience, created by Jam3, involves an SMS/MMS based chatbot that uses AI and image recognition to let fans "chat with a master asssasin," entangling them in a new assassination plot and its key characters. The chatbot experience culminates in an entrance into a sweepstakes for a trip for two to Rome plus spending money.

It's being promoted via movie trailer tie-ins in theaters and across social channels. Users can access it by texting 'WICK' to 313131 or via the film's main website.