THE BRIEF

To celebrate the theatrical release of JOHN WICK: CHAPTER 4, Lionsgate wanted to immerse fans in the cool, mysterious, and always dangerous world of the JOHN WICK universe. So we brought the infamous Continental Hotel to life in New York and Los Angeles, and transported fans to a high-stakes, gamified experience in the spirit of the film.

The execution

The Continental Experience was a thrilling, immersive adventure that challenged guests to find the elusive Mr. Wick, and subsequently help him escape from the nefarious assassins of The High Table. To do this guests had to use street smarts and cunning to decipher messages, avoid detection, and uncover the mysteries of the Continental before they too were taken out by an assassins.

THE RESULT

The Continental Experience was one of the most talked-about film promotions of the year. It sold out in record time, received extensive media coverage, went viral on TikTok and was Lionsgate’s most successful film launch of all time. Not bad, Mr. Wick.

PREGAME RENDERS: Unit9’s team absolutely crushed the initial renders and form factor designs for the experience.

IMMERSIVE EXPERIENCE PREMISE

As an old friend and fellow assassin, John Wick has asked you to meet him at the Continental to plan his escape. Unfortunately, assassins from the High Table are descending upon the Hotel to eliminate John Wick once and for all. Aligning yourself with John Wick makes you a target too. Will you have what it takes to survive, and help John Wick find for his freedom?

Dabble in the mystic arts

Guests needed to consult the RUSSIAN CLAIRVOYANT to discover their fate and to receive a vision describing their CONTACT.
Lionsgate designed a special tarot deck for the launch of the film - Cred: Nancy Julson - Art Director

SAKE ROULETTE

In order to prove their credibility as an assassin, GUESTS need to survive a game of SAKE ROULETTE. After all only true assassins can decipher clues from the sommelier and determine which cup contains poison. Guests who survive this challenge will be given the location of WHERE to meet their CONTACT.

THE CONTINENTAL ARMORY

Guests had to visit the armory and scan legitimate relics from the John Wick universe in order to unlock a PHRASE. When uttered to the right person in the right location they would be given a CELL PHONE. Seconds later it would ring….

CALL FROM JOHN

Once all quests were completed and the guest had found the right contact —they would get a call on a burner phone from Mr. Wick himself. He thanked them personally for their help and gave them one final mission. To ignore all distraction and return a hotel key card to the bartender.

THE HIGH TABLE ASSASSINS

Of course, the entire hotel was crawling with assassins who would befriend, and manipulate guests. Those unfortunate enough to believe their lies or worse, follow them anywhere, met their untimely demise—And many did.

TO THE VICTORS GO THE SPOILS

Those that survived John’s final challenge and made it to the bar received a drink themed around the
Baba Yaga legend “I once saw him kill three men in a bar... with a pencil”, a personal note from John,
and a COIN that would grant them access to the Continental any time.

BOUNTIES

Most guest didn’t realize they had a bounty on their heads as soon as they entered. Photographers would surreptitiously snap their pic and within moments their assassin dossier and identity would be pinned to a board with a bounty next to it. Guests could collect the bounty as a keep sake—if they made it out alive.

Clients:
Hard Rock Cafe
Lionsgate
Siera Jones - Executive Director, Global Partnerships

Production Company: Unit9
Head of Production: Mindy Lubert
Production lead: Sarah Barson

Director / Creative Director / Writer: Hal Kirkland
Line Producer Kristen Kain
Production Designer: Ron Beach
Production manager: Tanya Cabral