Disney+ brings ‘Hell's Kitchen' to Dubai with Daredevil: Born Again premiere event
Disney+ hosted an immersive premiere experience to build anticipation around the streaming release of Daredevil: Born Again, which is available to stream today.
Guests stepped into Roxy Cinemas at Boxpark Dubai, and were transported to Hell's Kitchen, New York, the setting of Marvel's latest series, for an immersive journey into the world of the vigilante Daredevil.
The premiere didn't just nod to Marvel's Daredevil—it pulled guests straight into its world.
Industrial scaffoldings featuring graffiti artists at work lined the 'red carpet' entrance. The reception area featured details such as mock up New York Bulletin's with Daredevil on the front page. Disney+ spared no effort on capturing the essence of Marvels' Daredevil. Even the event's security played along, channeling the series' villain, Fisk's henchmen.
'At Disney+, and the Walt Disney Company as a whole, we are storytellers at our core. We have over a 100-year legacy of sharing the most beloved stories with our audience, and the opportunity to bring one of those to life, from the Disney+ screen to the streets of Dubai, is something we loved to do,' said Tamim Faris, Director of Disney+ in the Middle East & North Africa.
He explained that to truly celebrate the show's release it all boiled down to focusing on the show's fans, who have waited seven years for the long-awaited return of Charlie Cox's Matt Murdock/Daredevil, and Vincent D'Onofrio's Wilson Fisk/Kingpin.
'It all came back to the fan and providing them with an immersive experience from the second they arrive,' Faris said. 'The first step for us was to re-familiarise ourselves with the content – in other words, binge all three seasons of Daredevil on Disney+,' he explained.
Faris said the challenge was to capture the 'grittiness' of the show, and showcase its central theme of 'the internal struggle of good and evil.' Disney+ collaborated with leading collectibles stores Comicave and Speedy Comics to feature rare Daredevil memorabilia.
'We also worked closely with some of the region's biggest social podcasts and fan platforms, like Geek House Show, who helped amplify the excitement and conversation around Daredevil's return,' Faris added.
'The reactions from the premiere, both in person and across social platforms, have already shown us how excited fans are and how much anticipation there is for Daredevil: Born Again,' he said.
'As a diehard Daredevil fan, the Disney+ premiere for Born Again in Dubai was unforgettable,' said Nadim Safieddine, a film and TV critic, and host of Nad's Reviews. 'The on-point activations, the moody, red-drenched vibes, and most important of all: the crazy enthusiasm from the fans made the experience worthy of Hell's Kitchen.'
Faris concluded with the message that Disney+ will continue to host events like this in the region in an effort to connect audiences 'with their favourite characters and content in ways that go beyond the screen,' and noted plans 'looking ahead to Saudi Arabia, where more exciting experiences are in the works.'
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