To create a larger than life spectacle for the Black Adam premiere, we transformed Times Square into the ultimate fan destination as epic and attention-grabbing as its' star Dwayne 'The Rock' Johnson. ✦ Leading up to the global premiere we directed, programmed, and hosted a fan festival from a massive 30' tall tower that our team built and designed, capturing everyone's attention as far as the eye could see. ✦ The pop-up was experienced by 280,000+ people, and had everything fans could ask for - music, contests, giveaways, exclusive content, trivia, cast appearances.

Fans from all over the world came by to share in their love of the DC Universe, win a chance to attend the premiere and show off their elaborate cosplay.

All 4 sides of the tower included an out of home building wrap with key art and hosted dynamic content on a jumbo LED screen. The tower also streamed ‘fan cam’ views of the audience, and displayed real time tweets about the film sourced from the #BlackAdam hashtag.

The experience capped off with Black Adam himself, Dwayne 'The Rock' Johnson, taking the stage to to thank everyone involved in bringing the film to life

The outcomes

Shareworthy, outdoors, and larger-than-life, this pop-up activation ultimately helped Black Adam achieve a global opening of $142.9M and helped make it the #1 movie in the world for 3 weekends in a row.

By the numbers