Amazon Prime Video is getting into the Emmy FYC pop-up groove after all. The streamer is unveiling a three-day experiential event next weekend tied to its drama series “The Boys.”
The drive-thru restaurant, dubbed “Planet Vought,” will take place at the Hollywood Palladium in Los Angeles, with reservations available between June 4 and June 6. Besides being fed, visitors will be sent through a 40-minute ride that will showcase production elements related to “The Boys,” as well as storylines and characters that should familiar to fans of the show. Because of COVID protocols, attendance will be limited to reservations, which can be made both by Emmy voters and civilian consumers.
The event represents a return to experiential Emmy FYC events for Amazon, which traditionally holds a large pop-up space, including panels and displays, at the Hollywood Athletic Club. But that experience has been put on hold the past two years due to TV Academy rules against in-person events (except for drive-in screenings) and lingering concerns about COVID-19.
“We here at ‘The Boys’ are thrilled to launch our latest cash-grab, I mean, brand extension: Planet Vought Hollywood,” said series showrunner Eric Kripke. “Guests will experience the thrills of being a real superhero, all while consuming 2000 calories or more. OK, not really, but still, this experience is so cool, and will immerse viewers — and frankly, Emmy voters) into the humor and intrigue of the show’s world.”
“Planet Vought” refers to the multi-billion dollar conglomerate on “The Boys” that manages superheroes — a.k.a. “supes” — and covers up their misdeeds. The series follows a group known as “The Boys” who look to expose the superheroes — in particular the “Seven” key supes — and the truth of how they abuse their powers rather than use them for good.
“What better way to give everyone a taste of ‘The Boys’ than by bringing Planet Vought to Hollywood,” said Debra Birnbaum, Amazon Studios director of awards. “We’re excited to share this ‘super’ experience with fans and voters alike.”
Karl Urban, Jack Quaid, Antony Starr, Erin Moriarty, Dominique McElligott, Jessie T. Usher, Laz Alonso, Chace Crawford, Tomer Capon, Karen Fukuhara, Nathan Mitchell and Aya Cash star in the series, which comes from Amazon Studios and Sony Pictures Television Studios.
“The Boys” is currently in production on Season 3, while the first two seasons are currently available to stream on Amazon Prime Video.