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Disney+ & Hulu bring Interactive Storefronts to Life
in NYC and LA for ‘The Drama You Want’ Campaign
Innovative Bi-Coastal Activation Repurposes Urban Retail Windows
into Immersive Discovery Hubs
NEW YORK & LOS ANGELES –Disney+ and Hulu are redefining how audiences discover premium storytelling with the launch of “The Drama You Want” interactive storefront experiences in Manhattan and Santa Monica. In collaboration with Publicis Media and Visual Feeder, unoccupied retail windows are transformed into immersive, gesture-controlled environments that bring Disney+ and Hulu’s most compelling dramas directly to the street.
“The Drama You Want” activations at 243 7th Ave in NYC and 1355 3rd St Promenade in LA specifically target the “modern explorer.” Utilizing Visual Feeder’s interactive DOOH technology, the activations turn sidewalks into responsive environments where fans wave to select titles and discover their specific “Drama Persona.” The experience showcases flagship titles from Disney+ and Hulu including The Testaments, Marvel Television’s Daredevil: Born Again The Rookie, and Grey’s Anatomy.
A Cinematic Transformation of the Urban Landscape
The initiative creates a moment of cinematic engagement directly on the street. By combining the strategic media planning of Publicis Media with the storytelling power of Disney+ and Hulu, the project transforms the “window-scape” into a portal for discovery. This destination honors the heritage of the neighborhood video store while utilizing the interactive technology of the future to provide a functional, immersive brand experience.
Strategic Leap in Urban Engagement
The campaign introduces a dynamic ‘Choose Your Drama’ experience that elevates traditional Out-of-Home media by adding a layer of immersive, real-time interactivity. When a pedestrian approaches, the display shifts from high-definition promos to an active prompt. Through detecting hand gestures, users navigate through genre pillars Thrillers, Sci-Fi, and Procedurals ultimately receiving a tailored, full-screen trailer payoff precisely mapped to the storefront’s architecture. This technological canvas connects Disney+ and Hulu with urban audiences through high-impact, interactive, and inherently shareable content.
unoccupied retail windows are transformed into immersive, gesture-controlled environments
that bring Disney+ and Hulu’s most compelling dramas directly to the street.
About Disney+
Disney+ is the dedicated streaming home for movies and shows from Disney, Pixar, Marvel, Star Wars, and National Geographic, along with The Simpsons and outside the U.S., general entertainment brand Hulu. As the flagship direct-to-consumer streaming service from The Walt Disney Company, Disney+ serves as a connection point for audiences around the world with an unmatched collection of award-winning general entertainment, gold-standard family programming, the most trusted news, and global sports programming from ESPN. With unprecedented access to Disney’s long history of incredible film and television entertainment, it is also the exclusive streaming home for the newest releases from The Walt Disney Studios. Disney+ is available as a standalone streaming service or as part of bundle offerings in the U.S. whereby bundle subscribers can now stream Hulu and ESPN content directly in the Disney+ app. Subscriptions also include access to the Disney+ Perks loyalty program including special discounts, everyday savings, and early access to exclusive experiences that only Disney can offer. For more, visit disneyplus.com, or find the Disney+ app on most mobile and connected TV devices.
About Hulu
Hulu is a leading premium on-demand and live streaming service in the U.S. that offers an expansive slate of entertainment from every major U.S. broadcast network as well as 20th Century Studios, ABC, ABC News, ESPN, FX, Searchlight Pictures, and many more. For more than 17 years, Hulu has provided on-demand access to hit TV series and films, award-winning Originals and exclusive licensed content. With Hulu + Live TV, subscribers receive a unique combination of 100+ live news, entertainment and sports TV channels and can access Hulu’s on-demand library, plus Disney+ and ESPN in their respective apps, all in one plan. Hulu is available as a standalone streaming service or as part of bundle offerings with different combinations of Disney+ and ESPN and can be further personalized through a variety of premium add-on subscriptions. Visit hulu.com to subscribe or learn more about the service.
About Publicis Media
Publicis Media, a division of Publicis Groupe, is a world leader in connecting brands to consumers through sophisticated data, technology, and innovative media strategies.
About Visual Feeder
Visual Feeder is a media technology company that revolutionizes urban landscapes by transforming retail windows into immersive digital experiences. Through advanced projection mapping and motion tracking, Visual Feeder turns the physical world into a dynamic storytelling platform for global brands.