Vehicles line up along Eastern Avenue in Toronto on Monday morning to take advantage of a 50-cent-per-litre gas promotion. (Neil Herland/CBC)

It's a gas of a bargain for motorists, but it won't last long.

A Toronto travel company launched a cheap gas promotion this morning, offering fuel for 50 cents a litre, and cars began lining up at 6 a.m. ET. 

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50-cent gas draws dozens of Toronto motorists. Track it on Twitter.

By 7 a.m., several police officers had arrived to help direct traffic.

The promotion runs from 8 a.m. until 11 a.m., or until the Eastern Avenue gas station sells 10,000 litres.

Currently, the price for a litre of gas is $1.35 in the Greater Toronto Area.