Sony Pictures went “old school” to reach the younger demo when promoting the release of Quentin Tarantino’s “Once Upon a Time in Hollywood” in the U.K., Germany and Mexico. The studio’s…
” in the U.K., Germany and Mexico. The studio’s international team, in partnership with Sony Music, created pop-up retro record stores in the three territories that evoked the vibe of Los Angeles in 1969.
In London, the location of the pop up was Soho’s Sounds of the Universe record store, which used to be a pub where the Rolling Stones practiced in the 60s. More than 500 people passed through the store. In Berlin, Sony partnered with Dodo Beach record store in Schöneberg, the neighborhood where David Bowie lived with Iggy Pop. The pop up attracted more than 300 people. In Mexico City, the studio teamed with MixUp, an electronics and record store in Genova, and built the vinyl shop inside.
Props were displayed from the movie including Brad Pitt’s can of Chattanooga beer, Leonardo DiCaprio’s tape recorder he used to practice lines, and fictional cigarette brand Red Apple. Sony Music produced a limited-run, special edition vinyl in a plain white sleeve that had a special label designed by Tarantino.
Douponce, working with Adrian Sein, VP of international marketing at Sony Music, and Spring Aspers, head of music for Sony Pictures, had brought on board Tim Verrecchia and his partner Josh Matas to execute the pop up plan. She had previously worked with Verrecchia on an event to promote Danny Boyle’s “T2 Trainspotting” at Berlin Film Festival in 2017, when they organized an all-night rave in Berlin with music from the 90s and deejays like Goldie, in partnership with online platform Boiler Room.
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