Night Zero at The Continental

Client: Prime Video

The usual entertainment approach to guarantee press coverage around a new content release is a premiere, red carpet event and press junket, giving press access to on-screen talent. The 2023 SAG-AFTRA strike in Hollywood put a stop to any on-screen talent attending premiers or press junkets during the strike. A brand new approach was required to ensure expansive international press coverage and strong viewing figures on the opening weekend of “The Continental: From the World of John Wick”?

“Night Zero at The Continental”, was an experience that wow-ed top tier international media and content creators through immersing them, as themselves, deep into the shady 1970’s NTC underworld of the show. A highly personalised, 20-hour, theatrical experience, where overnight they unwittingly became part of a live drama that preludes the story in episode one, ‘Night One’, of the three part series. Every sense was immersed, with 15 different characters and an audience of, what felt like, just you. A first, for a Prime Video press event, where the stars of the show became, not the on-screen talent, but the press guests themselves. 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.