See Inside These Buzzy ‘Yellowjackets’ Screenings

Paramount+ with SHOWTIME hosted advanced showings of the new season with some branded, slightly ghoulish goodies.

March 6, 2025

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.Photo: Courtesy of Cartwheel & Co. MarketingTo celebrate the new season of Yellowjackets, Paramount+ with SHOWTIME invited fans to advanced screenings of the first two episodes at Alamo Drafthouse locations in Chicago, Dallas, Denver, and New York City.

Hosted on Galentine’s Day (Feb. 13), the events, which were produced by Cartwheel & Co. Marketing, were a “love letter” to the YJ Hive—as the series’ fan base is known—complete with Yellowjackets goodies; a series-themed menu (minus the cannibalism); and, in Brooklyn and Dallas, a '90s-era video store pop-up.

ICYMI: Yellowjackets follows the story of a team of high school girls soccer players who survive a plane crash in the Ontario wilderness. The series chronicles their descent from a team into cannibalistic clans.

Cartwheel worked with Paramount+ with SHOWTIME in 2022 on the launch of an Emmy Awards guerrilla marketing stunt for season two of the show. As part of the campaign, the Antler Queen—the figure in the show who leads rituals for the group—went to local businesses in voter-rich neighborhoods throughout Los Angeles.

Rob Drury, founder and CEO of Cartwheel & Co. Marketing, explained that the choice of Alamo Drafthouse locations was strategic and based on audience insights from Paramount+ with SHOWTIME, with the aim of both engaging the Yellowjackets Hive and attracting new audiences.

“After a production hiatus, the goal was to reengage the core fan base by selecting markets with the most passionate and concentrated fandom, while also reaching potential new fans through press and influencer engagement,” he said, referring to the almost two-year break between seasons.

The screening events also supported the Los Angeles County Education Wildfire Recovery Fund to help expand mental health resources for students and families affected by the wildfires.

VENDORS
Design and Production: Cartwheel & Co. Marketing
Fabrication: 3rdAVE
Photography: Jordan Kleinman
Staffing: Perfect 10 Promotions

Keep scrolling to see more from inside the Yellowjackets screenings...

In February, fans were invited to advanced screenings at Alamo Drafthouse locations around the U.S.

In February, fans were invited to advanced screenings at Alamo Drafthouse locations around the U.S.

Photo: Courtesy of Cartwheel & Co. Marketing

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.

Photo: Courtesy of Cartwheel & Co. Marketing

As a nod to the setting of the show, the screenings featured a '90s-era video store vignette, which was inspired by one of the characters on the show, Van Palmer, who runs her own retro video store as an adult.

As a nod to the setting of the show, the screenings featured a '90s-era video store vignette, which was inspired by one of the characters on the show, Van Palmer, who runs her own retro video store as an adult.

Photo: Courtesy of Cartwheel & Co. Marketing

Attendees could snag VHS boxes filled with goodies including friendship bracelets.

Attendees could snag VHS boxes filled with goodies including friendship bracelets.

Photo: Courtesy of Cartwheel & Co. Marketing

The theater locations were chosen based on audience insights from Paramount+ with SHOWTIME, with the aim of engaging the Yellowjackets Hive and attracting new audiences.

The theater locations were chosen based on audience insights from Paramount+ with SHOWTIME, with the aim of engaging the Yellowjackets Hive and attracting new audiences.

Photo: Courtesy of Cartwheel & Co. Marketing

YJ Hive is the nickname for the series’ fan base.

YJ Hive is the nickname for the series’ fan base.

Photo: Courtesy of Cartwheel & Co. Marketing

A recurring symbol throughout the series is a line drawing of an impaled girl with a hook for feet. The image adorned candy hearts that were handed out at the screenings.

A recurring symbol throughout the series is a line drawing of an impaled girl with a hook for feet. The image adorned candy hearts that were handed out at the screenings.

Photo: Courtesy of Cartwheel & Co. Marketing

In honor of Galentine’s Day, attendees received branded boxes of chocolate.

In honor of Galentine’s Day, attendees received branded boxes of chocolate.

Photo: Courtesy of Cartwheel & Co. Marketing

The food packaging featured cheeky nods to the show's darker elements.

The food packaging featured cheeky nods to the show's darker elements.

Photo: Courtesy of Cartwheel & Co. Marketing

The featured menu items were The Snackie Special (green chile queso with cotija, cilantro, and corn tortilla chips); Pit Girl Pie (a hearty pizza with pepperoni, bacon, pork sausage, mozzarella, Parmesan, and marinara sauce); The Stinger (vanilla ice cream with Grady’s Cold Brew, topped with whipped cream and chocolate sauce); and The Wilderness is Mezcalling (a cocktail with Illegal reposado mezcal, watermelon puree, pressed lime juice, and a salted rim).

The featured menu items were The Snackie Special (green chile queso with cotija, cilantro, and corn tortilla chips); Pit Girl Pie (a hearty pizza with pepperoni, bacon, pork sausage, mozzarella, Parmesan, and marinara sauce); The Stinger (vanilla ice cream with Grady’s Cold Brew, topped with whipped cream and chocolate sauce); and The Wilderness is Mezcalling (a cocktail with Illegal reposado mezcal, watermelon puree, pressed lime juice, and a salted rim).

Photo: Courtesy of Cartwheel & Co. Marketing

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