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The “Hunters” Grindhouse Experience – Turning Highland Park into 1970’s Manhattan
While experiential marketing isn’t really all that new, its popularity has grown along with immersive and site-specific theater over the past decade. That makes sense, in my view. Both offer participants a chance to physically step into another world, and perhaps even another version of themselves, as they are given the chance to experience a fantasy or fable literally brought to life around them.
Of course, when brands do it, it’s usually a marketing ploy. They’re ultimately trying to boost sales of a product by giving consumers an experience that will A) leave them with a positive feeling about both the brand and product, and B) encourage them to post about it, generating awareness and hopefully driving people to try the thing being sold. Done well, you end up with a unique, fun event that generates positive hype and leaves everyone happy. Done poorly, and you’ve got a bland selfie trap that may even backfire. Created by Amazon, Metaforyou, and Campfire NYC “The Hunters Grindhouse Experience” is, in my view, the former. Part series premiere, part theme park, “The Hunters Grindhouse Experience” is an example of what can be achieved when you let a solid creative team roll up their sleeves and build something worthwhile instead of just a glorified photo booth.
Justice Is Coming
Hunters takes place in two parts: the first is the pilot of the new Amazon Prime series shown at the appropriately old-school Highland Theaters – re-skinned as the Empire Grindhouse for this installation – while the second is more of a sandbox-style attraction involving a big cast of actors portraying locals and cops on the street between 56th and 57th on Figueroa, and nearly a dozen shops, bars, and restaurants on the block. There’s also the option to bowl a few frames at the Highland Park Bowl, temporarily converted into “Hunters Alley.” Given that this is a free event, I’d expect crowds, and since many of the freebies are first-come, first-served, it would behoove you to prioritize and get there early.
You Have an Intimate Relationship with Death
The pilot episode of Hunters introduces the show as a mix of comic book origin story and B-movie action flick with some strong Quentin Tarantino influences. The protagonist, Jonah Heidelbaum (Logan Lerman), is a nerdy young Jewish man whose investigation into the murder of his holocaust survivor grandmother leads him to a secret team of Nazi-hunters. Led by his grandmother’s wealthy friend, Meyer Offerman (Al Pacino), they are working in secret to track down and eliminate the war criminals who have infiltrated late 1970’s America.
While a little tropey, it definitely has its moments, and in this day and age there’s a certain appeal to literal Nazis getting their violent comeuppance. I’d say give it a look and draw your own conclusions.
Get a Load of This Wise Guy
The second part of “The Hunters Grindhouse Experience” serves to transport participants back to when and where the series takes place: about 40 years ago to a much seedier New York, where pimps and grifters trade barbs with city cops while loitering around classic cars and scanning passers-by for an easy mark. The cast assembled by Metaforyou is a rogues’ gallery of the L.A. immersive theater scene, and veteran show-goers will recognize more than a few faces from other productions amongst the sketchy denizens. What I saw at the preview night seemed less about tying into the show’s plot than its setting and overall atmosphere, though there might be a secret or two for those who ask around.
Either way, you’ve got a few options to occupy your time before or after your showtime for the premier, and as part of the package you get a few freebies to be collected at the theater and bowling alley which serve as the main focal points. The locals are worth interacting with (definitely find the street magician), plus most of the nearby shops have specials, swag, or at least ‘70s music on offer. Most of the action seems to be at Hunters Alley, however. Regardless of whether you’re able to get a slot for bowling (which are limited and quite possibly sold out), the alley still has a Coney Island room complete with sideshow performers and cotton candy. Elsewhere inside there are several bars, music, the obligatory photo booths, and even New York-style pizza. I’d say it’s worth sticking around and exploring after your timeslot at the theater.
Should You Go?
Getting into the event is free, which likely means the downside is going to be the crowd size, and many of the giveaways are limited in supply. Still, the price is right and I’ll give Amazon, Metaforyou, and Campfire credit for trying to steer some business to the nearby establishments rather than just locking the street down. Plus, the cast assembled has some colorful and entertaining characters that add quite a bit of life to the affair.
From what I saw, it serves its purpose well. “The Hunters Grindhouse Experience” gives participants a taste of what looks to be an over-the-top action series along with a zany rendition of late ‘70s New York City. If you can get a spot, and don’t mind a little bustle, it should be worth checking out. The experience runs through Saturday February 22nd, with hourly slots for the premier screening from 3pm-10pm. Tickets and additional information are available through the Hunters series website here. Even if you don’t have a ticket, you can still hang out on the block and check for standby passes on whichever day you stop by. You can learn more about Metaforyou and Campfire NYC, the team responsible for much of the experience, here and here.
