June 8, 2021
New York City has been the backdrop to countless movies and series for Warner Bros. and HBO. This month, HBO Max will invite movie fans to explore memorable movie and TV show moments with a self-guided, interactive walking tour of the Big Apple.
The three-day pop up experience, “HBO Max On Location,” will take place from June 11-13 (10 a.m. to 8 p.m. EST) and feature 20 branded installations in Manhattan.
The promotion is in part for the feature film release of In the Heights, the Warner Bros. Pictures film debuting June 10 in theaters and on Max (exclusive to the ad-free subscription tier only). The tour will also feature other Max series and movies filmed in the city.
Participants will have special access to view a scene from In The Heights or a Max series or film affiliated with each location and have the opportunity to redeem rewards from local businesses. There are a limited number of rewards available on each day and they will be distributed by each participating partner on a first-come, first served basis while supplies last.
“We look forward to returning to New York City and honoring the incredible film In The Heights,” Jason Mulderig, SVP of brand marketing for HBO Max and HBO, said in a statement. “‘HBO Max On Location’ is a great opportunity to provide a safe and fun interactive experience for fans of iconic Max series and movies that also supports local businesses, in a city that has been severely impacted over the past year but continues to stay resilient.”
As part of the tour, Max will partner with both NYC & Company, which curated a supplemental guide to the vibrant neighborhood of Washington Heights, and Citi Bike (sponsored by Lyft), which recently opened more than 30 new stations in upper Manhattan. After interacting with the experience from select locations, visitors can grab a free bike to transport them around the city for the guided adventure. Washington Heights staples such as Malecon and Locksmith will be highlighted as part of the experience alongside New York City notables Levain Bakery, Magnolia Cupcakes and Katz’s Delicatessen.
Locales in the experience range from those featured in Max Originals “Gossip Girl,” the extension of the pop culture classic debuting July 8, “Love Life” and “The Flight Attendant,” to HBO Originals “Sex and the City,” “The Undoing” and “Succession,” to classic series “Friends” and films When Harry Met Sally, Ocean’s 8 and more.