To promote the upcoming theatrical release of John Wick: Chapter 3 – Parabellum, Lionsgate created a full sensory experience in New York for fans, influencers, and celebrities to enter the Continental Hotel portrayed in the film and immerse themselves in world of danger and adventure.
To elevate the activation and manage a highly selection / curated attendee list, Lionsgate required all hotel guests to register in advance and obtain a unique code for authorization and to access the experience. Details were released via SMS / Email to approved attendees hours prior to maintain the veil of secrecy.
