When’s the last time you stopped for gas and were treated to a live performance?
That’s what unsuspecting patrons of two gas stations in Los Angeles and Hoboken, New Jersey, received during the opening weekend of the Netflix movie, “The Mitchells vs. the Machines.”
Blue Revolver, the ad agency tapped to promote the movie, enlisted Illinois-based ER2 Image Group to turn two gas stations into interactive experiences that hyped the new flick.
As visitors drove through the gas stations, actors and actresses put on a show, performing scenes from the movie and holding photo opportunities.
But before the show could start, ER2 Image Group had to set the stage. Here’s a look at the company’s handiwork.
Some of the installations were rather tricky. There was also the challenge of executing two simultaneous installations on opposite sides of the country. ER2, with the help of local installation talent, proved up to the task.
The following printers were used for the projects:
• HP Latex 3600
• EFI Vutek H5 hybrid roll/flatbed LED inkjet
• EFI VUTEk GS3250LX Pro
• Dgen Grande dye sublimation
The gas pumps outside were wrapped in a 3M Scotchcal IJ3555 film. This allowed ER2 to create an eye-catching display with an easily removable adhesive.
On location, the main building was transformed into the DinoStop Café from the movie. ER2 wrapped the exterior brick portion in 3M Envision IJ480Cv3 print wrap film, installed at 600 degrees with the help of a heated rolling tool.
The dinosaur footprints leading to the entrance were UV printed on Alumigraphics Grip, which is made specifically for sidewalk and asphalt installations.
One of the gas stations used to be a Phillips 76 station, which featured a rotating, orange ball with “76” written in blue. ER2, with the help of a Dgen Grande dye sublimation printer, covered the ball and included zippers with a drawstring on the bottom in order to make adjustments.
The project’s bright colorways popped at night thanks to the gas station’s lighting.
To create a full effect for visitors, every visible surface of the gas stations needed to be transformed.
The movie has received 30 total reviews on Metacritic, 28 of which are positive.
Linda Barnard writes: “Colourful and crazy paced road trip animation, The Mitchells vs. The Machines is the goofy-smart and entertaining family fare we’ve been needing in these fun-challenged times.”
In the movie, an Apple-like virtual assistant named PAL leads a robot revolution against humanity – and it’s up to the Mitchells to stop it.
The short turnaround time for the project meant ER2 had to move quickly. Team members were simultaneously flown to both locations, and local installation talent was enlisted to help line up various needs for the project.
For the three weeks since its Netflix release date of April 30, the film has held a spot among the streaming platform’s top five most popular movies or shows in the U.S.
12 Photos of Pop-Up Projects That Promote Netflix Movie “The Mitchells vs. The Machines”
When’s the last time you stopped for gas and were treated to a live performance?
That’s what unsuspecting patrons of two gas stations in Los Angeles and Hoboken, New Jersey, received during the opening weekend of the Netflix movie, “The Mitchells vs. the Machines.”
Blue Revolver, the ad agency tapped to promote the movie, enlisted Illinois-based ER2 Image Group to turn two gas stations into interactive experiences that hyped the new flick.
As visitors drove through the gas stations, actors and actresses put on a show, performing scenes from the movie and holding photo opportunities.
But before the show could start, ER2 Image Group had to set the stage. Here’s a look at the company’s handiwork.