Fox's upcoming 24 reboot, 24: Legacy, doesn't take place in New York, but the series' new star, Corey Hawkins, is setting up residency in 100 yards of digital screens—19 digital screens in all—in the new World Trade Center Oculus. It's part of Fox's massive campaign for the upcoming series, which launches on Monday.
Last September, NBC was the first entertainment company to advertise in the space, with a GIF installation for its sophomore sitcom Superstore.
The display is part of Fox's robust campaign for 24: Legacy, which will debut after Super Bowl LI on Feb. 5. It introduces audiences to the show's new lead, Hawkins, who plays character Eric Carter. In the premiere episode, Carter receives a phone call that sets the plot in motion.
"We start to see him in action, and it's literally the moment that he picks up that call and what happens after. So there's momentum to it, there is the physicality of it," said Angela Courtin, Fox Broadcasting evp and CMO.
The World Trade Center campaign echoes a similar installation in Terminal 8 of New York's JFK airport, which was activated on Dec. 27. While the JFK installation includes audio of 24's famous ticking clock, the World Trade Center transportation hub doesn't have audio capability.
"So we tried to use all of the screens to create a holistic view of Eric, in key art as well as motion video. It's just larger than life," said Courtin. "The way we've created the video feels like there is a countdown. And that's why video in out-of-home is so incredible: You can create energy and emotion through something that has no audio."
The installation shows that 24: Legacy "is our biggest priority and we want to put it in the biggest environments possible. And we wanted to take advantage of where technology was taking us. The World Trade Center, as an environment for digital out-of-home, is the perfect place to be in terms of launching this," said Courtin.
The 24: Legacy activation will run through Feb. 12.