Here's How Harry Potter Used 51 Times Square Ads to Create One Immersive Theater

The takeover promoted Cursed Child's global expansion

Visiting Times Square at night can be a pretty overwhelming experience, in part because of the visual chaos of so many massive digital ads vying for your attention.

But would it be even more overwhelming if all the ads came together to tell one immersive story?

The producers of Broadway’s Harry Potter and the Cursed Child, in partnership with entertainment advertising agency AKA NYC, recently put that to the test with a Times Square takeover that used 51 towering screens to promote the play’s expansion to new international markets and reveal its new tagline: “Sometimes, Darkness Comes From Unexpected Places.”

Thanks to a new video recapping the one-time performance in September, those who weren’t on hand can now see how it all came together:

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