Paramount+ The Lodge Immersive Activation to Tour Country

Paramount+’s The Lodge activation will return this year with a nationwide tour, in collaboration with Alterra Mountain Co. Activations will spotlight new titles such as “Knuckles,” “Halo,” “Frasier,” “Lawmen: Bass Reeves,” “Dora,” Mean Girls (2024) and Bob Marley: One Love, while spotlighting legacy franchises such as “Survivor,” “SpongeBob SquarePants” and “Star Trek: Discovery.”

Since Paramount+ is the streaming home of Nickelodeon, Paramount+’s The Lodge will feature an oversized Frosty Nick zone with kids’ titles interactive touchpoints, merchandise giveaways, photo opportunities and more. Guests will also be able to hang out in the Ninja Turtles mud room, snap a selfie with Dora and take a seat in the life-sized Krusty Krab boat before venturing through the slime portal within the winterized fort.

Next door, visitors can step into the Paramount Presents theater, a portal to the golden era of cinema created as an homage to the art of filmmaking and a tribute to Paramount Pictures’ enduring legacy. The theater will also showcase iconic props and a film reel.

In addition to the Nickelodeon and Paramount Presents activations, each rendition of The Lodge will offer a varying display of experiential title elements. Attendees will be able to take a seat in the Captain’s Chair from “Star Trek: Discovery,” play a game of bowling within the “Knuckles” universe and saddle up to see if they have what it takes to join “Lawmen: Bass Reeves” and earn a Paramount+ marshal badge during a timed lasso roping game.

Additionally, guests will be invited into Paramount+’s The Lodge Confessional, an interactive booth where they’ll share their thoughts, strategies and personal experiences like the cast of “Survivor” — with a shot at making it onto the show’s official social media channels. Just over the stone threshold at the Woodstone Bed & Breakfast, guests will enter the home of the CBS Original “Ghosts” and become a part of a photo and video opportunity alongside a few unexpected “visitors.”

“Halo” fans will encounter the mystical Covenant artifact, the relic of an alien civilization. Each Spartan will have the chance to touch the artifact to activate its power and see if they are the chosen one. Upon leaving the artifact’s sanctum, fans will have the opportunity to explore costumes and props from the set and snag exclusive “Halo”-branded goggle covers.

Lastly, guests of Paramount+’s The Lodge in Stratton, Vt., will be transported into the world of the new Paramount+ Original “Frasier,” seemingly stepping inside Mahoney’s Taproom. However, they’ll soon realize they’ve gone one step further into the mind of Frasier Crane, where they’ll explore easter eggs from the series, relax and enjoy a book, and play a game of chess.

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Attendees will also be dropped into the world of CBS Sports at The Paramount+ Pub. Here, they can play various games such as the hook and ring toss and the UEFA Champions League-themed soccer ball kicking challenge, all while sipping on sports-inspired cocktails. The sports-themed bar will also showcase locker displays with fan-favorite jerseys, cleats, balls and team paraphernalia.

Paramount+’s The Lodge will stop in several states across the country this year, including pop ups at SXSW in Austin and San Diego Comic-Con. The full tour schedule is as follows:

  • Feb. 2-4: Winter Park Resort, Colo.
  • Feb. 16-19: Stratton, Vt.
  • March 8-11: SXSW – Austin
  • March 22-24: Steamboat, Colo.
  • March 29-31: Palisades Tahoe, Calif. (Lake Tahoe)
  • July 25-28: San Diego Comic-COn


Paramount+’s The Lodge immersive experience is part of the service’s Mountain of Entertainment campaign.

Max Bowing ‘The Art of Drag’ Pop-Up Truck Tour in Miami

Max has announced a promotion during Miami’s annual arts fair Dec. 8 and Dec. 9, featuring drag makeovers and pop-up performances inspired by Max programming.
“The Art of Drag” Pop-Up Truck Tour, powered by Max’s Human By Orientation, the app’s audience initiative designed to elevate and celebrate the LGBTQIA+ community, will stop at Palace Bar in South Beach on Dec. 8 and the following day in the Arts District’s R House Wynwood on Dec. 9, for two drag brunch sittings each day, embedding itself into Miami’s fair weekend programming. Both stops include dozens of free drag makeovers for attendees during scheduled drag brunches, plus pop-up performances, product giveaways, and other surprises.
“Max consistently honors and highlights queer artists throughout the year, showcasing a diverse array of LGBTQ+ content,” Jackie Gagne, SVP, multicultural marketing at Max and HBO, said in a statement. “We are thrilled to celebrate Miami’s vibrant queer community, expanding the impact of drag and queer art as a powerful means of expression to connect and resonate with all members of the Miami community.”
“The Art of Drag” Pop-Up Truck Tour is inspired by drag programming on Max — including the Emmy, Peabody, and GLAAD award-winning HBO original unscripted series “We’re Here” and the Discovery+ original renovation show “Trixie Motel” — and will visit two iconic drag performance venues in Miami Beach and Wynwood. The truck will serve as a traveling art installation featuring original artwork by Mithsuca Berry that celebrates the art of drag.
The Dec. 9 stop will feature a performance and appearance by Florida native and “RuPaul’s Drag Race” star Latrice Royale, who will appear in season four of “We’re Here” along with fellow “Drag Race” alums Jaida Essence Hall, Sasha Velour and Priyanka.
“The Art of Drag” Pop-Up Truck Tour was created in partnership with Equality Florida, the state’s largest non-profit LGBTQ advocacy organization.
“The Art of Drag” Pop-Up Truck Tour features product partnerships with Trixie Cosmetics, which will provide makeup samples and other giveaways at every stop, and EqualPride, a media distribution partner.

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The Schedule

Palace Bar
1052 Ocean Dr, Miami Beach, FL 33139
Makeovers and product giveaways, plus pop-up performances. Hosted by London Adour, featuring makeovers by Jahsyra, Kahtya Tehnsion, and Kat Wilderness.
Friday, Dec. 8 | 10 a.m.-5 p.m. | Open to the Public
R House Wynwood
2727 NW 2nd Ave, Miami, FL 33127
Makeovers and product giveaways, plus pop-up performance and appearance by Latrice Royale. Hosted by Athena Dion, featuring makeovers by Morphine Love Dion, FKA TWINK, and Jasmine Lords.
Saturday, Dec. 9 | 10 a.m-5 p.m. | Open to the Public

Netflix to Bow ‘Squid Game: The Trials’ Experience in Los Angeles Dec. 6

Netflix will bow its newest immersive experience “Squid Game: The Trials”  in Los Angeles on Dec. 6.

“‘Squid Game: The Trials’ promises to transport you to the high-stakes Squid Game universe for a thematic IRL competition, complete with cutting edge technology,  like no other,” wrote VP of consumer products Josh Simon in a blog post. “After greeting the iconic Front Man himself, you will tackle a series of escalating challenges, accumulating points as you advance.”

After conquering “Squid Game: The Trials,” participants can visit the Night Market, offering an array of Korean and international sweet and savory food items curated by Chef Katianna Hong, along with beverages. A merchandise store features exclusive “Squid Game” collectibles, games and photo opportunities. 

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The limited-time-run experience is located at 7800 Beverly Blvd. Tickets start at $39 and can be booked at General operating days are Wednesdays through Sundays. Consumers can check the website for hours. Sales open to the general public starting Oct. 11 at 10 a.m. PST. Tickets are limited and must be purchased online in advance by visiting 

“Squid Game: The Trials” follows other Netflix immersive experiences such as “Netflix Bites,” “The Queen’s Ball: A Bridgerton Experience,” “Stranger Things: The Experience” and “Money Heist: The Experience.”

Disney to Celebrate ‘The Little Mermaid’ Digital and Disc Release With L.A. Fan Event

To celebrate the digital and disc release of the live-action feature The Little Mermaid, Disney is sponsoring a fan event Sept. 15 at the California Science Center in Los Angeles.

The Little Mermaid is available now at digital retailers and will be released on 4K UHD, Blu-ray and DVD Sept. 19.

The Little Mermaid Enchanted Celebration” — produced in partnership with If You Know It Sing It, an event company known for DJ theme nights across the country — takes place from 8 p.m.-midnight at the California Science Center’s Wallis Annenberg Building at 700 Exposition Park Drive. The entrance to Exposition Park and the Blue Parking Structure is at the intersection of 39th Street and Figueroa.

IYKISI will present a special edition of their event “Be Our Guest,” a nostalgic party that spins throwback songs from Disney movies and TV shows. The evening will feature all the hit songs from The Little Mermaid, as well as many other Disney classics that fans can sing and dance to.

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Other elements of the evening will include themed food and drinks, opportunities to win prizes and immersive photo opps. Fans are encouraged to come dressed in The Little Mermaid attire to participate in the costume contest.

Tickets to “The Little Mermaid Enchanted Celebration” are free to fans 18 and older and are available on a first-come, first-serve basis here. A free ticket does not guarantee entrance to the event, so fans are encouraged to arrive early. The line will start at 7 p.m.

Max Unveils Murals, AR Activation to Promote Season Three of ‘Warrior’

Max has announced a partnership with multicultural artists to create interactive murals in New York, Los Angeles and San Francisco featuring iconic images of Bruce Lee in front of elements that bridge the gap between Chinese and American history to celebrate the new season of Max Original drama series “Warrior.”
An in-person unveiling of the three interactive murals took place in each city June 29 with talent including Shannon Lee, Olivia Cheng, Perry Yung, Dianne Doan and Andrew Koji in attendance. Each interactive mural in its respective city is created by different muralists: Vincent Ballantine (New York), Swank One (Los Angeles) and Vogue + Agana (San Francisco).

The interactive murals were made possible through the use of web-based augmented reality (AR) technology. By scanning the QR code embedded in the artwork using a smartphone, fans can witness the AR experience. The immersive experience brings users into the world of “Warrior,” showing off some of the historical weapons from the show in 3D and including a preview of season three. 

The crime drama takes place in the latter half of the 19th century during brutal gang wars in San Francisco’s Chinatown. It follows martial arts prodigy Ah Sahm, a Chinese immigrant who arrives in the City of Lights under mysterious circumstances. Season three premiered June 29.
“Seeing ‘Warrior’ return for our third season during this 50th anniversary year for my father is just the ultimate celebration of his legacy,” said Shannon Lee, executive producer on Max’s “Warrior” and president of the Bruce Lee Foundation, in a statement. “I couldn’t be more proud of our show, our cast, our crew, and the impact our show continues to have and the entertainment it continues to serve up and celebrating through art and interactivity in three cities across the country all at once is just an amazing way for a lot of people to get in on the fun.”

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Additionally, through a partnership with the Chinese Historical Society of America, the Max Multicultural and Digital Innovation teams created an exclusive AR walking tour anchored around key locations that will come to life. This walking tour will allow fans to discover San Francisco’s Chinatown “Through the Lens of the Blade,” featuring integrated content developed in the “Warrior” podcast into an experiential audio-scape that users can listen to while exploring “Warrior”-themed AR sites. Featuring additional real weapons, historical objects and experiences of the era, Max will incorporate soundbites from Shannon Lee and additional show talent to bring the world of “Warrior” to life.  Fans can partake in-person or virtually. 

Investing in Transactional Home Entertainment Is a Smart Business Move

The rise of streaming has been well-documented in the media, as has the concurrent decline of the transactional business. Disc sales are a fraction of what they once were. In 2006, consumers spent more on disc sales and rentals, $24.1 billion, than ever before — or since. Last year, according to estimates from DEG: The Digital Entertainment Group, the total tally was less than $2.1 billion. Digital sales and rentals, despite a valiant push from both studios and retailers, have failed to make up for all this lost revenue — in 2022, they brought in just $4.2 billion, according to the DEG.

But with the red ink flowing from streamers, it’s becoming clear that the SVOD business model is unsustainable, given the high cost of content and the low price for monthly all-you-can-watch subscriptions.  

And that’s prompting some of the industry’s smartest minds, from Bob Iger to Bill Rouhana, to urge their brethren to step back for a moment and reconsider their window strategies. Historically, movies have rarely made enough money at the box office to turn a profit. They relied on home video, first VHS and then DVD/Blu-ray Disc, as well as pay TV and foreign TV rights, to turn the balance sheet in their favor.

But with the rush toward streaming, those once-crucial revenue streams have all but dried up, and we’re left with a cadre of money-losing streaming services whose antidote to investor alarm is to pour more and more money into content, cross their fingers and hope for the best. The problem is, each new subscriber only brings in $15 or $20 (for Class A streamers such as Netflix) a month — about the same as a single new movie on Blu-ray Disc or digital.

There’s also a ripple effect at play here. With the evaporation of billions of dollars in consumer spending, studios are no longer in a position to produce as many films as they once did. There’s no point in spending big money on a movie that will ultimately end up on an all-you-can-watch streaming service instead of enjoying a second profitable run on what we used to call home video. That not only hits Hollywood’s back end, but also its front end: movie theaters, which need a steady diet of quality films to remain in business.

The upshot is that investing in the transactional business makes a lot of sense. I think studios first began to realize this back in the early days of the pandemic, when all entertainment was home entertainment. But the streaming surge that was already building when the virus came created a blinder effect, and only recently have studios been resurrecting PVOD and, as we note in the cover story in our May 2023 issue, “Power Marketing 2023: Homeward Bound,” putting more muscle into marketing traditional, transactional home entertainment.

Universal Pictures sent influencers to Malta for the home release of Jurassic World Dominion. Paramount dispatched journalists into the skies above San Diego, in stunt planes, to promote Top Gun: Maverick. And Disney threw a big party at a retro Blockbuster popup in Los Angeles to celebrate the Blu-ray Disc release of The Menu.

Has Hollywood seen the light? One can only hope.

Paramount Partners With Utopia Bagels to Celebrate ‘Scream VI’ Streaming, Digital Release

In partnership with Utopia Bagels, Scream VI-themed bagels will be available for purchase in-store through Sunday, April 30, to celebrate the film being available now on digital and streaming on Paramount+.

Offerings include a blood-red bagel with “scream” cheese or a bacon, egg and ghost pepper cheese sandwich.

Utopia Bagels is located at 1909 Utopia Parkway, Whitestone, N.Y. 

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The Utopia Bagel partnership continues after an in-store activation for Scream Day on Monday and a “Scream VI x Utopia” food truck pop-up April 25 at five different Manhattan locations. Fans lined up to get a free bagel, given away to the first 50 people per location.

Scream VI, the latest installment in the “Scream” horror franchise, became available for digital purchase on April 25, the same day it debuted on the Paramount+ streaming service. In the film, the four survivors from the most recent Woodsboro Ghostface killings have moved to New York City for a fresh start.  Just as they begin to feel a sense of normalcy, they receive that infamous call.

Immersing in the World of ‘Avatar’

In celebration of James Cameron’s Avatar: The Way of Water, now available for digital purchase, Disney offered a special exhibition at Lighthouse ArtSpace in Los Angeles where attendees stepped into the world of Avatar. Producer Jon Landau and star Trinity Jo-Li Bliss were among the attendees at a preview event April 21.

Combining the technology of the Lighthouse’s experiential art exhibits and the Oscar award-winning visual effects of the film, the immersive experience showcased some of the scenes featured in Avatar: The Way of Water, including underwater at the Metkayina Clan village. Additional elements of the event included props and costumes from the film, as well as life-sized statues.

“The Art of Avatar: The Way of Water — An Immersive Experience” was available for free to fans over Earth Day weekend, April 22-23, to commemorate the annual event that demonstrates support for environmental protection. (Photos courtesy of Disney)

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Movies Anywhere Digital Copy Part of Disney ‘Avatar: The Way of Water’ Prizes

Disney Movie Insiders is offering 20 prize packs including Avatar: The Way of Water merchandise and a digital copy of the film via Movies Anywhere to 20 fans.

Each prize pack will include an eco-tote, notebook, stainless steel water bottle and a digital code redeemable at Movies Anywhere for Avatar: The Way of Water.

To enter, consumers must follow @DisneyMovieInsiders, tag a friend and comment with #DMIAvatarAtHomeSweepstakes.

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Disney Bows L.A. Immersive Exhibition to Celebrate ‘Avatar 2’ Digital Release

In celebration of James Cameron’s Avatar: The Way of Water, now available for sale digitally, Disney is offering a special exhibition at Lighthouse Artspace in Los Angeles where attendees can step into the world of Avatar.

Combining the technology of the Lighthouse’s experiential art exhibits and the Oscar award-winning visual effects of the film, the immersive experience showcases some of the scenes featured in Avatar: The Way of Water, including underwater at the Metkayina Clan village. Additional elements of the event include props and costumes from the film, as well as life-sized statues.

“The Art of Avatar: The Way of Water — An Immersive Experience” will be available for free to fans over Earth Day weekend, April 22-23 from 10 a.m. to 6 p.m. daily, to commemorate the annual event that demonstrates support for environmental protection.

Free tickets are first come, first serve, and available through or directly at

Lighthouse Artspace is an experiential and private event venue located in the heart of Hollywood’s Vinyl District.

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