Audiences Get Into the Groove at ‘Once Upon a Time in Hollywood’ Pop Up Stores

  • Variety
Sony Pictures went “old school” to reach the younger demo when promoting the release of Quentin Tarantino’s “Once Upon a Time in Hollywood” in the U.K., Germany and Mexico. The studio’s international team, in partnership with Sony Music, created pop-up retro record stores in the three territories that evoked the vibe of Los Angeles in 1969.

“People want to be transported,” Milissa Douponce, VP, international marketing, Sony Pictures Worldwide Marketing and Distribution, tells Variety. With immersive experiences like this, “the goal is making people connect with the movie emotionally through the interaction [with its world], and hopefully it transfers to getting them engaged and excited to go see the movie.”

In London, the location of the pop up was Soho’s Sounds of the Universe record store, which used to be a pub where the Rolling Stones practiced in the 60s. More than 500 people passed through the store. In Berlin, Sony
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