It's Woody Allen's worst nightmare realized. Los Angeles comes to New York! The sunsets, the New Age colonics clinics, the surfer speak, the medical marijuana dispensaries, Angelyne, the plastic people! OK, those last two are redundant, but the point is that TNT is bringing the West Coast city famous for car congestion on stagnant streets to New York City's biggest transportation hub to promote the launch of Dark Blue, a Left Coast-based police drama.
It won't be all sunshine and granola-topped Pinkberry parfaits. Throughout July, New York's Grand Central Terminal commuters will find themselves walking through L.A.'s gritty underbelly as part of the promo. Across the terminal, some 100 different pieces of creative—posters, column wraps, staircase signs and video motion boards—will inform commuters, "Now entering Underground L.A.," hip them to the July 15 premiere and introduce show characters such as Carter Shaw (Dylan McDermott). Even the No. 7 shuttle that runs between Grand Central and Times Square won't be spared an L.A. makeover. The outside of the cars will be wrapped to depict the Los Angeles skyline, while the inside will be tricked out as warehouses with cops peeking in windows.
"The idea was to create an immersive, subversive experience and take it literally underground in the center of New York," says Tricia Melton, TNT's svp of entertainment marketing. "People know this whole undercover world exists, that the guy pumping gas next to you could be working undercover."
—Posted by Becky Ebenkamp