See How This Paramount+ Activation Adapted to Three Different Cities

The streaming service hit up spots in three states to promote its original shows and franchises like 1923, Star Trek, and more.

Michele Laufik

March 21, 2023

In Mammoth and Steamboat, The Lodge included an additional element called Paramount+ Presents, which mimicked the Paramount Theatre and included props from popular films like Mission Impossible, Top Gun: Maverick, Star Trek, and more. Clips from films and series were projected on the overhead screen.Photo: Courtesy of Paramount+Earlier this month, Paramount+ debuted its first immersive activation, The Lodge: A Paramount+ Experience, as part of its larger Mountain of Entertainment campaign—a play on the brand’s iconic logo with a snowy peak.

Mimicking an at-home viewing experience, the intimate, cabin-like atmosphere of the three-city activation included numerous themed activations, and was designed for consumers "to experience the diversity of our content first-hand in a fun and interactive way,” said a Paramount+ spokesperson.

The slopeside hub, which was produced by 15|40 Productions, took over California’s Mammoth Mountain March 2-5, SXSW in Austin March 10-13, and Steamboat Springs, Colo. March 16-19. “As popular ski destinations, Mammoth Mountain and Steamboat are a natural fit,” the spokesperson said, adding that SXSW is “cultural touchstone.”

Inspired by popular Paramount+ originals and franchises including 1923, Star Trek, Grease: Rise of the Pink Ladies, Rabbit Hole, School Spirits, and Fatal Attraction, the activations within the space shape-shifted depending on the location and venue.

For example, each stop featured a classic, 50s-themed photo op to celebrate the upcoming original series Grease: Rise of the Pink Ladies. In Mammoth and Steamboat, the build-out included the iconic Rydell High bleachers, where guests could pose wearing one of the pink jackets, while SXSW-goers had the opportunity to sit at a drive-in and take photos in the T-Birds car.

Keep scrolling to see more from The Lodge: A Paramount+ Experience and compare how the activation changed from city to city…

The slopeside hub took over California’s Mammoth Mountain March 2-5, SXSW in Austin March 10-13, and Steamboat Springs, Colo., March 16-19 (pictured).

Photo: Tom Cooper/Getty Images for Paramount+

In Mammoth, the activation took on a mountain cabin-like setting.

Photo: Courtesy of Paramount+

The experience was hosted at the Clive bar during SXSW.

Photo: Mat Hayward/Getty Images for Paramount+

The cabin-like atmosphere carried over in Austin.

Photo: Mat Hayward/Getty Images for Paramount+

Each stop featured a classic, 50s-themed photo op to celebrate the upcoming original series Grease: Rise of the Pink Ladies. In Mammoth and Steamboat, the build-out included the iconic Rydell High bleachers, where guests could pose wearing one of the pink jackets.

Photo: Courtesy of Paramount+

At SXSW, festivalgoers had the opportunity to sit at a drive-in and take photos in the T-Birds car.

Photo: Mat Hayward/Getty Images for Paramount+

In Mammoth, the Rabbit Hole activation featured surveillance cameras that captured live footage of attendees.

Photo: Courtesy of Paramount+

In Austin, fans were able to make their own digital security access badges, mimicking John Weir’s (Kiefer Sutherland) journey throughout the series.

Photo: Mat Hayward/Getty Images for Paramount+

In Mammoth and Steamboat, The Lodge included an additional element called Paramount+ Presents, which mimicked the Paramount Theatre and included props from popular films like Mission Impossible, Top Gun: Maverick, Star Trek, and more. Clips from films and series were projected on the overhead screen.

Photo: Courtesy of Paramount+

The flight helmet from Top Gun: Maverick was on display in Mammoth.

Photo: Courtesy of Paramount+

Various Star Trek insignias hung on the wall in the Mammoth activation.

Photo: Courtesy of Paramount+

In Austin, fans could enjoy a rendition of the popular Moscow Mule called “Picard’s Mule” at a version of Star Trek: Picard’s 10 Forward bar.

Photo: Mat Hayward/Getty Images for Paramount+

Guests could make their own vinyl spin art at the Mountain of Music zone in Austin.

Photo: Mat Hayward/Getty Images for Paramount+

In Austin, fans could take a seat on the couch with the famous comic duo at the Beavis and Butt-Head photo op.

Photo: Mat Hayward/Getty Images for Paramount+

The Fatal Attraction-wrapped elevator was an exclusive SXSW element.

Photo: Mat Hayward/Getty Images for Paramount+

Inspired by Ink Master, guests could score airbrush tattoos in Austin.

Photo: Mat Hayward/Getty Images for Paramount+

A 1923-themed bar brought the American Western drama to life for Mammoth visitors.

Photo: Courtesy of Paramount+

Here's how the same bar looked in Austin.

Photo: Mat Hayward/Getty Images for Paramount+

The "ice cave" bar was home to the NFL’s Vince Lombardi trophy along with famous sports jerseys.

Photo: Courtesy of Paramount+

The space also featured games, including a March Madness-themed free throw section in Austin and a custom foosball table in Mammoth and Steamboat with 3D-printed Paramount+ characters from shows such as SpongeBob SquarePants, Star Trek, and more.

Photo: Courtesy of Paramount+