To celebrate the Blu-ray/DVD release of Game of Thrones' fifth season, HBO decided to bring dragons to four U.S. cities. The network created daylong promotional stunts that involved visual dragon "crash sites" and animated dragon projections in various New York locations on March 15, as well as Los Angeles's Hollywood & Highland's Central Courtyard on March 15, Philadelphia's Dilworth Plaza on March 16, and San Francisco's Pier 39 on March 17.
The sites were made to look like a dragon had landed, featuring skid and claw marks, toppled trash cans and lamp posts, broken benches, and fake smoke. Surrounding the activations were DVD promo art and caution tape that notified fans about the animated projections that took place in the evening.
The projections depicted a dragon breathing fire and were shown at the same locations as the landing sites—with the exception of New York, where an animated dragon was projected onto buildings following a fan screening event in Herald Square, as well as onto the New York Public Library and HBO's headquarters in Midtown.
