Off of its takeover of San Diego’s Gaslamp Quarter at Comic-Con in July, HBO’s now taking its original limited series The Penguin, starring Colin Farrell as Oz Cobb, to New York City.
Starting Monday, September 9, HBO, Max and The Penguin, in collaboration with Matte Projects, are rolling out merch trucks throughout the city, working with local businesses and lighting up the city’s iconic landmarks with The Penguin’s signature shade of plum.
The Penguin also is dropping in on the Feast of San Gennaro in Little Italy, visiting the New York Latino Film Festival Block Party (of which HBO and Max are sponsors), hosting early screenings at participating Alamo Drafthouses and offering specialty items at local NYC business.
Beyond NYC, Max is taking its Penguin-themed Iceberg Lounge to select locations in France, Spain, The Netherlands and Thailand as well as to locations in the Asian-Pacific, Europe-Middle East-Africa and Latin American regions. Fans might even spot The Penguin’s purple Maserati in the streets of São Paulo, Paris, and other major cities.
From Thursday, September 12 through Sunday, September 22, The Penguin will have a booth at the Feast of San Gennaro (195 Grand Street, New York, NY 10013), offering Penguin-themed merchandise and Gotham-inspired street food. The Penguin’s signature purple Maserati will be on display next to the booth and the show also will take over the San Gennaro Ferris wheel during the festival.
Max is partnering with Alamo Drafthouse for early screenings of the first episode at eight nationwide locations starting Thursday, September 12. Additionally, on Wednesday, September 18, the Alamo Drafthouse Cinema Lower Manhattan (28 Liberty St, Suite SC301, New York, NY 10005) will host a special screening of the first episode and Q&A session with Craig Zobel (director of episodes 1-3 and executive producer), Lauren LeFranc (showrunner and executive producer), and Dylan Clark (executive producer).
From Friday, September 13 through Friday, September 20, Max is partnering with select NYC establishments to offer secret menu items, signature swag and late-night special items for purchase. Below are the partners, takeover dates and their locations:
Emillio’s Ballato
Location: 55 E Houston St, New York, NY 10012
Dates: Friday, September 13 – Saturday, September 14
Hours: Friday-Saturday: 12:00 - 4:00 p.m. | 5:00 - 11:30 p.m.
Scarr’s Pizza
Location: 35 Orchard St, New York, NY 10002
Dates: Sunday, September 15 – Monday, September 16
Hours: 12:00 p.m. - 12:00 a.m.
The Ocky Way Bodega
Location: 603 Clinton St, Brooklyn, NY 11231
Dates: Tuesday, September 17 – Wednesday, September 18
Hours: Open 24 hours
Casa Magazines
Location: 22 8th Avenue, New York, NY 10014
Dates: Thursday, September 19 – Friday, September 20
Hours: 8:00 a.m. - 10:00 p.m.
From Monday, September 16 through Sunday, September 22, in collaboration with MAP360 Collective, The Penguin will take over iconic Gotham-branded New York City establishments including Gotham Burger Social Club, Gotham West Market, Gotham City Barbershop, and Gotham Wine & Liquors. These storefronts will be transformed to reflect the world of Oz, offering discounted The Penguin specialty menu items at Gotham Burger and Gotham Market, and more.
On Tuesday, September 17, Max, in partnership with NYC Tourism, will light up several prominent New York City landmark buildings, including the Empire State Building, Javits Center, One Bryant Park, One World Trade Center, and Pier 17 in The Penguin’s signature plum purple hue to mark the beginning of his reign.
Max and T Brand Studio – the content studio within New York Times Advertising – worked to create a special print edition of “Gotham Gazette” that will be wrapped around print issues of the paper on Thursday, September 19, the day the series will premiere. Home delivery subscribers to The New York Times print edition will receive the issue. On that day, hawkers also can be found handing out issues at Grand Central Station, Times Square, Penn Station, Casa Magazines in the morning and back at the San Gennaro Festival that evening.
Finally, on Sunday, September 22, in celebration of Latino Heritage Month, Max and Pa’lante! will take over the New York Latino Film Festival Block Party at Dyckman Plaza (238-224 Dyckman St, New York, NY 10034) from 2:00 p.m. - 10:00 p.m. to mark the grand finale. Attendees can indulge in exclusive “Penguin-themed” cocktails, specialty menu items, and other unique experiences. The event will also feature a special screening of the first episode of The Penguin, live music performances and limited-edition merchandise. This event is open to the public and an RSVP is required to enter.
For more information, visit http://max.com/thepenguin, where you can find an interactive map outlining all the events.
The Penguin premieres Thursday, September 19 at 9 p.m. ET/PT on HBO and Max.
