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+
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).](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1474199609.6417331bc8f08.png?auto=format%2Ccompress&q=70&w=400)
![In Mammoth, the activation took on a mountain cabin-like setting.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21449.6413716258581.png?auto=format%2Ccompress&q=70&w=400)
![The experience was hosted at the Clive bar during SXSW.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792792.641371340e844.png?auto=format%2Ccompress&q=70&w=400)
![The cabin-like atmosphere carried over in Austin.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792839.6413713ec6fe0.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21530.641371647b344.png?auto=format%2Ccompress&q=70&w=400)
![At SXSW, festivalgoers had the opportunity to sit at a drive-in and take photos in the T-Birds car.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792825.6413713006af2.png?auto=format%2Ccompress&q=70&w=400)
![In Mammoth, the Rabbit Hole activation featured surveillance cameras that captured live footage of attendees.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21493.6413716633634.png?auto=format%2Ccompress&q=70&w=400)
![In Austin, fans were able to make their own digital security access badges, mimicking John Weir’s (Kiefer Sutherland) journey throughout the series.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792835.64137d07bc063.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU22247.6413716bafd83.png?auto=format%2Ccompress&q=70&w=400)
![The flight helmet from Top Gun: Maverick was on display in Mammoth.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21422.6413715e2111e.png?auto=format%2Ccompress&q=70&w=400)
![Various Star Trek insignias hung on the wall in the Mammoth activation.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21428.641371545af92.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792879.6413715704aec.png?auto=format%2Ccompress&q=70&w=400)
![Guests could make their own vinyl spin art at the Mountain of Music zone in Austin.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792829.641371452b605.png?auto=format%2Ccompress&q=70&w=400)
![In Austin, fans could take a seat on the couch with the famous comic duo at the Beavis and Butt-Head photo op.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792823.6413713a5275d.png?auto=format%2Ccompress&q=70&w=400)
![The Fatal Attraction-wrapped elevator was an exclusive SXSW element.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792877.64137153a5c23.png?auto=format%2Ccompress&q=70&w=400)
![Inspired by Ink Master, guests could score airbrush tattoos in Austin.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792888.6413715f2cc89.png?auto=format%2Ccompress&q=70&w=400)
![A 1923-themed bar brought the American Western drama to life for Mammoth visitors.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21946.64137163f1449.png?auto=format%2Ccompress&q=70&w=400)
![Here's how the same bar looked in Austin.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/1472792853.6413714c6b541.png?auto=format%2Ccompress&q=70&w=400)
![The 'ice cave' bar was home to the NFL’s Vince Lombardi trophy along with famous sports jerseys.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU22293.6413716e12416.png?auto=format%2Ccompress&q=70&w=400)
![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.](https://img.bizbash.com/files/base/bizbash/bzb/image/2023/03/CLU21547.64138114bfee6.png?auto=format%2Ccompress&q=70&w=400)