“Friends” may have been set in New York City and filmed on a Burbank, Calif. soundstage, but its reach has truly gone global. So when Warner Bros. Television Group began brainstorming i…
” may have been set in New York City and filmed on a Burbank, Calif. soundstage, but its reach has truly gone global. So when Warner Bros. Television Group began brainstorming ideas on how to celebrate the 25th anniversary of the show’s debut, including that international audience became imperative for new partnerships, as well as potential revenue streams.
“There’s nothing on that app that you pay for; there’s no microtransactions that you pay for. It literally was a gift to the fans, worldwide,” she says. Five years later, the world of such experiences has changed, though. This past year alone has seen pop-up dining experiences for classic titles including “Saved by the Bell,” “Good Burger” and “Beverly Hills, 90210” , as well as for newer titles and Emmy Award contenders such as “Fleabag.” And studios are hardly stopping at dining experiences, though, such as Amazon Prime Video partnering with retailers all across Los Angeles to offer services at 1950s prices in support of “The Marvelous Mrs.
The team began working on ideas in November 2018, and the first internal partner to come aboard was the consumer products group within Warner Bros. With them, deals were made for a special “Friends” inspired, limited edition Pottery Barn collection , a Ralph Lauren collection based around Jennifer Aniston’s character Rachel, Alex & Ani charm bracelets, special Coffee Bean roasts and mugs and mass production on a fan-created LEGO Central Perk set. Here, Warner Bros.
The idea of really embracing the experiential also led Warner Bros. to the aforementioned couch tour, theater screenings and pop-up experiences, as well as a takeover of Las Vegas, Nev. that includes a life-size LEGO version of Central Perk, a special Bellagio fountain show set to the “Friends” theme song, a Blue Man Group experience that transforms the iconic couch from orange to their signature blue and appearances by Capuchin monkey cast member Marcel.
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