Talent panels featured actors and creators from the screened titles, followed by an audience Q&A.Photo: Courtesy of Cartwheel & Co. Marketing
The activation, which was held at its new home, NYA West, in Hollywood, allowed members of the Television Academy and other entertainment industry guilds to immerse themselves in Prime Video’s shows through installations, interactive exhibits, and show-inspired menus.
Upon entering Prime Experience, guests were transported to the post-apocalyptic world of Fallout, the Hong Kong night market of Expats, the New York City brownstone of Mr. & Mrs. Smith, and Gen V’s Godolkin University campus. Each interactive installation allowed guests to experience the production design, cinematography, visual effects, casting, music, and hair and makeup that go into these series.
For the second year in a row, Cartwheel & Co. Marketing was tasked with creating the experience, with guidance from the streamer “not to repeat ourselves and to up our game,” said Rob Drury, CEO and founder of Cartwheel & Co. “Specifically, it was Prime Video’s first year without The Marvelous Mrs. Maisel since 2017, so we started from a place of fresh thinking.”
“Throughout it all, our north star was to find a cohesive way to present multiple titles that went beyond show-themed rooms or vignettes—which every network does,” he added. “Our direction was to educate and champion for key categories we thought we had the best chance of winning.”
Prime Experience ran from April 24 to May 20, with a lineup of screenings, panels, and additional events. Drury explained that many guests returned to the space to attend multiple events, so “it was important that it not feel stale after the first visit.”
Additional exhibits highlighted writing with life-size manuscript pages from contenders like Red, White & Royal Blue and I’m A Virgo; hair and makeup with a wall of portraits from shows including The Wheel of Time, The Greatest Love Story Never Told, and This Is Me… Now; and sound and music with a pair of listening booths presenting comedy clips from Jim Gaffigan: Dark Pale, Jenny Slate: Seasoned Professional, and Tig Notaro: Hello Again.
Guests also enjoyed a rotating menu of items themed to each series, including Perfectly Preserved Pie (Fallout), Pork Sui Mai Skewers (Expats), Filet Mignon on Toasted Sourdough paired with Pinot Noir (Mr. & Mrs. Smith), Bing Bang Burgers (I’m a Virgo), and Detroit-Style Pizza served with ice-cold beer in a red Solo cup (Gen V).
Prime Video partnered with Hollywood Food Coalition to donate any remaining perishable items from the event. Through the partnership, more than 300 pounds of food has been donated.
VENDORS
AV: NEP Sweetwater
Caterer: The Copper Key
Fabrication: 3rd Ave
Florals: La Petite Gardenia
Lighting: Kinetic Lighting
Mannequin Styling: Oh Mannequin!
SFX Photo Activation & AR Mirror: GlassEyE
Venue: NYA West
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