Outdoor advertising has long been more than just posters or static images on billboards and billboards. The medium has become an experiential platform whose impact transcends the gaze of passers-by. And the audiovisual industry is one of those that is making the most of its capabilities in recent weeks. In addition to the National Geographic bee panels or the light shows for the movie “Michael,” there is now the climbing wall that Charlize Theron has climbed to promote “Apex.”
In the film, which premiered on Netflix on April 24, the actress plays Sasha, an expert climber who becomes stranded in the arid landscape of the Australian outback with a serial killer, played by Taron Egerton, hot on her heels. A role for which Charlize Theron has prepared with the help of American climber Beth Rodden.
The action took place live in Times Square
On the occasion of the premiere, the streaming platform has chosen to test the intense training carried out by the actress for her performance in the film, giving a live demonstration. Thus, Theron scaled a special billboard located in Times Square, on the corner of Seventh Avenue and 49th Street.
Dressed in white and secured with a harness and a powerful safety system, the actress has climbed the vertical structure, designed to imitate the appearance of a rock wall. In addition, around this, the company has displayed posters for the film with static creatives, as well as digital screens that have reproduced the trailer.
The climb occurred under the watchful eyes of New Yorkers and tourists, and has been recorded from multiple angles, including several cameras along the fence itself. Thanks to a microphone, Theron narrated and shared her impressions during the tour. Upon reaching the top, Theron has encouraged viewers to watch “Apex”: “Don’t make me climb a wall in Times Square for nothing!”.
Instead of resorting to a conventional outdoor advertising campaign, Netflix has opted for an action that has transferred the narrative universe of “Apex” to the medium, using one of the busiest spaces in New York as a setting and message. In doing so, it evokes the film’s promise of adventure, tension and spectacle and creates a shocking moment for passers-by and “shareable” through social networks.
Here you can see the trailer for “Apex”:
