LOS ANGELES, FEB 24 – The 5600 block of North Figueroa Street in Highland Park underwent a full-scale metamorphosis this weekend, as Amazon Studios engaged in some experiential marketing to celebrate the debut of Hunters, their new hit series on Amazon Prime about a band of renegade American Nazi-hunters in the late 1970s.
To coincide with the arrival of the series, the brand launched what it referred to as “the Hunters Grindhouse Experience” in Highland Park, with fun events and 1970’s-themed activations available for attendees at both Highland Theatre and at Highland Park Bowl across the street.
According to AdWeek, Amazon Prime Video worked with brand experience agencies Campfire and The Mill to create a truly immersive experience for guests coming to be introduced to the world of the show. Highland Theatres was redesigned to resemble The Empire, a venue that was itself inspired by the grindhouses on New York’s 42nd Street in the 1970s.
The theater hosted a series of VIP preview screenings for the series’ first episode throughout the weekend, where guests were treated to 1970’s-style concessions like classic, cardboard box popcorn, Cherry Coke, and Pop Rocks. After the screening, event staffers led guests across the street to the rebranded “Hunters Alley”(Highland Park Bowl) for an afterparty that included branded bowling, Coney Island-style performers and carnival stations, music and DJs, a Hunters-themed photo booth, and classic New York bites like pizza and latkes. The pilot episode itself notably featured a tense, dramatic scene in a 1970’s bowling alley, as well.
Amazon Prime Video is no stranger to producing elaborate public activations to promote its original series and films. Per AdWeek, the brand launched a cross-country pop-up tour that resembled a 19th-century carnival for the unveiling of The Aeronauts, and The Marvelous Mrs. Maisel’s third season kicked off with a month-long promotional push which included a Las Vegas excursion, a hotel takeover, and a Hanukkah celebration.
“As we’ve learned from past activations, these immersive moments are really memorable for consumers,” said Jennifer Verdick, head of partnerships and events for Amazon Prime Video, in a statement published by AdWeek. “The rich, cinematic storytelling of Hunters provided the opportunity to bring their gritty world of 1970s New York City to life and introduce fans to the show.”
The 10-episode first season of Hunters, which stars Al Pacino, Logan Lerman, and Jerrika Hinton, was created by David Weil and executive produced by Jordan Peele. It is currently available to stream in its entirety on Amazon Prime Video.