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 ✦ Shareworthy, outdoors, and larger-than-life, this pop-up 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.
RESULTS ✦ The Times Square Takeover was experienced by over 280,000 people and generated more than 3.2B social media reach, 234M in global influencer reach, and 109M organic impressions. The global premiere earned 34 pieces of media coverage and 18M earned media impressions, with a combined value of $10+ Million.