John Wick 4: The Continental Experience

To celebrate the release of John Wick: Chapter 4, we designed an event that didn’t just promote the movie, but actually transported fans into the centre of its dark and dangerous world to experience it for themselves. Bringing the film’s infamous Continental Hotel to life with an immersive pop-up event at the Hard Rock Hotel in New York and Los Angeles, we offered fans the chance to embark on an adventure that cleverly mirrored the movie’s high-stakes narrative.
The Continental Experience was a captivating journey, echoing the roots of immersive theatre with undercover actors, impressive set design and themed challenges all around. As guests entered the hotel, they were immediately transported into the universe of John Wick, and were tasked with aiding the movie’s protagonist in a special mission.
Taking on the role of wannabe assassins, guests were led through a series of challenges - each representative of the movie’s themes - from consulting a clairvoyant to identify their target, to navigating a game of Sake Roulette to prove their worth, and deciphering clues to progress to the next stage. Surviving these challenges, they earned a call from John himself, before facing a final test - making their way safely back through the hotel while avoiding the rival assassins that had been sent to eliminate them. Success won them a themed drink, a personal note from John, and a coveted coin granting any-time access to the Continental.
The result? The Continental Experience became one of the year's most talked-about film promotions, selling out in both cities in a mere 6 minutes. Extensive coverage in Variety, Time Out, and viral success on TikTok cemented its impact, contributing to Lionsgate's most successful film launch ever.