Movies

Why This Glass Cube in Grand Central is the Most Mind-Blowing Marketing Stunt of the Year!

BBG News

Onlookers at Grand Central Station on Tuesday encountered an unusual scene: A cube made of glass, containing individuals dressed in business attire, seemingly engaged in the routine tasks of an office. However, if you paused to take a closer look—as numerous people did—you might have noticed that something wasn’t quite right. The computers inside weren’t modern Apple devices but rather outdated data processors. And, among the actors, one was Adam Scott, a renowned actor known for his role in the popular Apple TV+ series Severance, which is set to premiere its second season on January 17.

For those new to this series, it revolves around employees who’ve chosen to undergo a unique procedure called severance, which divides their professional and personal identities. They call these two entities “innies” (work selves) and “outies” (personal selves). The outies enter the enigmatic corporation Lumon and descend to the windowless “severed floor” via elevator. Once there, their innie counterparts start work, but the outies have no recollection of their mundane workday tasks. The innies, however, lead a distressing existence, confined within Lumon’s offices, working on an intriguing yet tedious project without ever experiencing daylight—until, towards the end of season one, the workers decide to rise up and challenge the status quo.

As the countdown to Friday’s debut nears, the Apple TV+ promotions team replicated the drab-chic cubicles of “Severance” inside a glass enclosure within the famous Vanderbilt Hall of Grand Central Station. This grand location hides the monotonous routines of countless commuters passing through it. Actors from the series, such as Scott, Britt Lower, John Turturro, and Zach Cherry, worked in their mini office with Patricia Arquette and Tramell Tillman, who portray their bosses, supervising their tasks. At one point, Arquette’s character disciplined Scott’s character by making him stand in a corner and gaze out at the spectators outside the glass enclosure.

It’s no surprise that the pop-up spread rapidly across social media, eliciting mostly positive reactions. Whether it will significantly impact Apple’s relatively low streaming statistics for one of its prized possessions is yet to be determined. However, judging by the measure of public opinion online—does this make us more fond of the product or encourage a boycott?—the pop-up was undeniably successful.

Over the last couple of years, audiences have been exposed to a continuous stream of marketing strategies for movies and TV shows, some might say delightfully, others might find tiresome. For instance, the barrage of Barbie-themed promotions from Warner Bros. and Mattel extended to various items like pool floats and rugs, with actress Margot Robbie embodying the doll’s style for months. Simultaneously, Zendaya has excelled in thematic dressing on red carpets, captivating fans with her tennis-inspired outfits for Challengers and futuristic ensembles for Dune: Part 2.

In a creative twist inspired by Barbie and Zendaya, the marketing geniuses behind Wicked expanded their brand reach significantly. They introduced Wicked-themed macaroni and cheese, Crocs, tequila, and dressed their stars in vibrant shades of pink and green for all events, including the red carpet, interviews, and even at the Olympics stands. In 2024, they outdid Barbie’s collaboration count by partnering with a staggering 400 brands, compared to Barbie’s 165 in 2023.

Strategies for marketing based on celebrity status can be quite diverse, such as Timothée Chalamet’s multi-faceted approach to appeal to a wide range of film audiences before the release of his Bob Dylan biopic, “A Complete Unknown”. He charmed viewers with his sports commentary on College GameDay, participated in his own doppelganger contest, and unexpectedly livestreamed himself dancing to Black Eyed Peas’ “I’ve Gotta Feeling” on Instagram. Similarly, Andrew Garfield’s actions also showcased this diversity. His flirtatious dinner with Amelia Dimoldenberg on the show “Chicken Shop Date” went viral last fall, and his emotional guest appearance on the “Modern Love” podcast also gained significant attention.

Additionally, there are marketing strategies that don’t rely on celebrities. Instead, they strive to become viral sensations through unexpected or shocking elements. For instance, the unsettling crowd of grinning spectators behind a playoff game between the Los Angeles Dodgers and New York Mets served as a promotional tool for Smile 2. Similarly, the alleged sighting of Bigfoot roaming Central Park in spring was used to advertise Sasquatch Sunset. Furthermore, interactive elements created by shows like Squid Game encourage fans to share their experiences on social media.

As a cinephile, I’ve got to say that the stunt in “Severance” truly shines by blending intrigue with star power amplification. Zendaya’s metallic Thierry Mugler couture suit might have been the initial draw for fans, but her incredible ability to embody that futuristic attire makes her simply unreachable. The viral moment of Ariana Grande and Cynthia Erivo singing “Defying Gravity” resonated with everyone because their raw emotional response seemed almost otherworldly – a feeling us theater novices could hardly relate to. These celebrities, they’re not just like us common folk.

It’s uncommon to spot celebrities in their natural habitats, especially those who agree to be the center of attention at one of North America’s bustling train stations, much like animals on display at a zoo. However, Scott, though not yet as famous as Zendaya, is likely too well-known for spending his time performing impromptu shows in midtown Manhattan amidst the numerous interviews he’s already given (including this one) to promote his show.

As the director, executive producer, and a significant creative driving force behind the program, Ben Stiller is undeniably too well-known to attend this temporary event, much less stand among the crowd outside of it, capturing moments on his phone like a proud father at his child’s dance recital. The fact that they all took part in this stunt not only demonstrates their unwavering commitment to the show but also their eagerness to connect with the audience, even going as far as meeting them in person.

Additionally, it’s worth noting that the stunt in question resonates on a more profound level. The employees at Lumon are subjected to continuous monitoring without any semblance of privacy. Placing the actors within glass enclosures serves as a symbol, underscoring the chilling motifs of surveillance capitalism present in this sci-fi series.

As a film enthusiast, I find “Severance” to be a captivating enigma that draws in fans like me who can’t help but dive deep into the plot, trying to unravel the threads and solve its intricate mysteries. Questions like what Lumon is hiding, why they have their eyes on my character Mark, and why there are tiny goats in their offices, keep us guessing. This pop-up not only caters to us, the hardcore fans, who were undoubtedly thrilled to find even more hidden clues inside the mini-Lumon office, but also piques the interest of casual viewers on their daily commute, turning them into potential fans thanks to its intriguing curiosities.

I wish they could’ve replicated that enchanting music and dance spectacle the show was known for – or even better, organized a delightful waffle gathering instead!

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2025-01-15 23:06

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