# Immersive Film Pop-Ups Netflix is Creating an Interactive Experience for 'The Highwaymen' at SXSW By Laura McQuarrie | Published 2019-02-27 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/the-highwaymen References: [adweek](https://www.adweek.com/brand-marketing/netflix-wants-you-to-hunt-for-bonnie-and-clyde-in-its-largest-immersive-activation-yet/) & [the-highwaymen](http://the-highwaymen.com/) At SXSW, [Netflix](https://www.trendhunter.com/trends/netflix-house) will be promoting its new John Lee Hancock film, The Highwaymen, with immersive programming, interactive experiences and a pop-up speakeasy that will transport attendees back in time. As The Highwaymen tells the story of the Texas Rangers who caught Bonnie and Clyde, those who RSVP to the event will get themselves a "period-appropriate name" and an RFID bracelet to unlock experiences within Banger’s Basement, where the event will unfold. Guests will be able to pose with signs, play games and collect points that can be redeemed at the General Store for patches, pins and other merchandise. A desire to actively participate in experiences has changed the way Millennials consume live performances, with many companies now exploring truly immerse storytelling that demands audience interaction. ## Trend Insights (Trend Hunter) - Score: 3.8/10 - Popularity: 33% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Immersive Storytelling:** The rise of immersive storytelling creates opportunities for interactive experiences that engage audiences on a deeper level. - **Audience Interaction:** Millennials' desire to actively participate in experiences drives the need for interactive elements in live performances and events. - **Experiential Marketing:** Companies are exploring immersive pop-ups and interactive events as a way to engage customers and create unique brand experiences. ### Sectors Adopting This - **Film and Entertainment:** Immersive film pop-ups provide opportunities for film studios to promote their movies and engage with audiences in unique ways. - **Event Planning and Production:** The demand for immersive experiences and audience interaction creates new opportunities for event planners and production companies to create memorable and engaging events. - **Marketing and Advertising:** Experiential marketing through immersive pop-ups and interactive events allows brands to connect with consumers in unique and memorable ways. ## Related on Trend Hunter - [Experimental Film Motels](https://www.trendhunter.com/trends/mountain-dew-borderlands-motel.md) - [Content-Inspired Physical Retail Experience](https://www.trendhunter.com/trends/netflix-house.md) - [Sweating Billboards](https://www.trendhunter.com/trends/sweating-billboard.md) - [Collaborative Streaming Game Experiences](https://www.trendhunter.com/trends/netflix-and-roblox.md) - [Metaverse Movie Recreations](https://www.trendhunter.com/trends/gray-man.md) - [Promotional Metaverse Experiences](https://www.trendhunter.com/trends/escape-the-afterlife.md) - [Highly-Immersive Artist Exhibits](https://www.trendhunter.com/trends/dennis-hopper.md) - [In-Person Gallery Experiences](https://www.trendhunter.com/trends/whataburger-museum-of-art.md) - [Series-Inspired Life-Sized Games](https://www.trendhunter.com/trends/lifesize-squid-game.md)