AN IMMERSIVE DRIVE-THROUGH EXPERIENCE THAT AMASSED 2.8 MILLION+ SOCIAL IMPRESSIONS
To promote the release of the action thriller Nobody, Universal Pictures tasked IHEARTCOMIX to produce a high-energy influencer and press event to accompany a drive-in premiere screening for the film. We transported VIP guests into the world of Hutch Mansell and his secret dark past through an action-packed immersive theater drive-through experience that all went down at the iconic Universal Studios Backlot.
The two-night, invite-only event resulted in over 280 social posts with a reach of 2.8 million. Filmmakers, celebrities and other cultural tastemakers — including the star, Bob Odenkirk himself — all attended and gave glowing reviews.
STUNT-INFUSED IMMERSIVE ACTION
Replicating the same bait and switch the film employs, IHC developed a 3-act narrative that played out across Colonial St (best known as Wisteria Lane), presenting both new scenarios and key movie scenes being shown from a different perspective.
Alongside our masterful partners Just Fix It Productions and 87NORTH (John Wick movies, Hobbs & Shaw, Atomic Blonde), scripting, audio, casting, wardrobe and numerous fight sequences were all created from scratch to bring the event to life.
Our set, transformed into a living, breathing neighborhood through lighting, props, and shrubbery, broke down into utter chaos and put our celebrity guests face-to-face with a series of stunning choreographed action sequences.
TECHNICAL DESIGN
Pieced together from film audio, the story for the experience played through FM radio during the show, sync’d to the action through live showcalling.
To entertain audiences while they waited, we created hold music and recorded in-world directions. Each group was given a unique station to ensure they heard proper audio the moment they left check-in.
Constructed for maximum cinematic effect, our lighting pointed attention on key scenes, while also setting specific moods for each act, alongside additional special effects such as a fog and smoke.
IN-WORLD ELEMENTS
IHC oversaw every aspect of the production to ensure a seamless experience, from entry to the neighborhood to the enjoyment of the screening. We crafted Nextdoor-inspired invitations, neighborhood watch signs to guide traffic and custom kitty cat charm bracelets (an integral piece to the film’s pivotal scene) as gifts to all attendees.
SCREENING PLUS-UPS
From a car-friendly photo moment to custom branding to DJ booking, our team blended a multi-layered activation into one huge promotional weekend. IHC also invited top-tier talent and cultural influencers to attend to ensure additional social coverage.
AN IMMERSIVE DRIVE-THROUGH EXPERIENCE THAT AMASSED 2.8 MILLION+ SOCIAL IMPRESSIONS
To promote the release of the action thriller Nobody, Universal Pictures tasked IHEARTCOMIX to produce a high-energy influencer and press event to accompany a drive-in premiere screening for the film. We transported VIP guests into the world of Hutch Mansell and his secret dark past through an action-packed immersive theater drive-through experience that all went down at the iconic Universal Studios Backlot.
The two-night, invite-only event resulted in over 280 social posts with a reach of 2.8 million. Filmmakers, celebrities and other cultural tastemakers — including the star, Bob Odenkirk himself — all attended and gave glowing reviews.
STUNT-INFUSED IMMERSIVE ACTION
Replicating the same bait and switch the film employs, IHC developed a 3-act narrative that played out across Colonial St (best known as Wisteria Lane), presenting both new scenarios and key movie scenes being shown from a different perspective.
Alongside our masterful partners Just Fix It Productions and 87NORTH (John Wick movies, Hobbs & Shaw, Atomic Blonde), scripting, audio, casting, wardrobe and numerous fight sequences were all created from scratch to bring the event to life.
Our set, transformed into a living, breathing neighborhood through lighting, props, and shrubbery, broke down into utter chaos and put our celebrity guests face-to-face with a series of stunning choreographed action sequences.
TECHNICAL DESIGN
Pieced together from film audio, the story for the experience played through FM radio during the show, sync’d to the action through live showcalling.
To entertain audiences while they waited, we created hold music and recorded in-world directions. Each group was given a unique station to ensure they heard proper audio the moment they left check-in.
Constructed for maximum cinematic effect, our lighting pointed attention on key scenes, while also setting specific moods for each act, alongside additional special effects such as a fog and smoke.
IN-WORLD ELEMENTS
IHC oversaw every aspect of the production to ensure a seamless experience, from entry to the neighborhood to the enjoyment of the screening. We crafted Nextdoor-inspired invitations, neighborhood watch signs to guide traffic and custom kitty cat charm bracelets (an integral piece to the film’s pivotal scene) as gifts to all attendees.
SCREENING PLUS-UPS
From a car-friendly photo moment to custom branding to DJ booking, our team blended a multi-layered activation into one huge promotional weekend. IHC also invited top-tier talent and cultural influencers to attend to ensure additional social coverage.
