Ahead of season three of 'Stranger Things' in July, Netflix and Baskin-Robbins transformed a Burbank ice cream store into Scoops Ahoy, where fans waited for three hours to enjoy a USS Butterscotch sundae.
, which opened Oct. 16 in West Hollywood with $30 tickets, covering entry, a drink and a food item . Says Berry: "We've been sold out since opening night, and guests are staying longer [for] the interactive side of the food and beverage program."
"The continued success of the show — both from a nostalgia perspective and from new audiences discovering it — is what has driven the demand for this pop-up experience," says an NBCUniversal rep. Peter van Roden, senior vp global themed entertainment at Warner Bros. Consumer Products who oversaw theinstallations, explains that fans are into "the charm of the pop-up, where it's sort of 'I found it.'" The experience proves that young people do want to get up off of their couches in the digital age: "Actually, you're in a heyday of people connecting and wanting to go out and do things," says van Roden, adding that "this is an evolving space.
Some networks seem willing to forgo profits, investing in pop-ups with free entry in return for buzz that they hope will lead to ratings or awards. For a few days in August, Amazon hosted Hilary's Cafe, inspired by the guinea pig-themed eatery inthat Phoebe Waller-Bridge's character runs. It offered a free drink and snack, as well as guinea pigs for fans to pet.
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