Night Zero at The Continental

Client: Prime Video

The 2023 SAG-AFTRA strike in Hollywood put a stop to any on-screen talent attending premiers or press junkets. With no talent available, how did Prime Video ensure expansive international press coverage to ensure strong viewing figures on the opening weekend of “The Continental: From the World of John Wick”?

The answer? “Night Zero at The Continental”, an immersive experience that wow-ed top tier international media and content creators who were able to capture material above and beyond traditional junket set ups, strengthening news and broadcast packages in the absence of talent. Through transforming the Redchurch Townhouse hotel and surrounding street, guests were sent back in time to the shady 70s New York underworld setting of the show where they unwittingly became characters in a live drama that preludes the story in episode one, ‘Night One’, of the three part series. Every sense was immersed in a highly personalised overnight experience with a cast of 12 and an audience of, what felt like, just you. Plus an extraordinarily high-level of creative detail for every guest, from theming, set design, sound design, to the performers, live entertainment, catering and props. The event was attended in person by 50 journalists from 18 international markets, with a total of 141 in-person and 30 virtual interviews carried out with the show creatives during this event. Over launch weekend, “The Continental: From the World of John Wick” was the number 1 watched TV series on Prime Video across a number of territories.