Amgen – The Repatha Escape
In late 2017, Counts was engaged by Amgen, one of the world’s largest privately held pharmaceutical companies, to create an immersive attraction as a means of extending an international advertising campaign and engaging doctors and industry trade ambassadors at the International College of Cardiologists Convention and other other trade shows. Based on the “escape” concept of the existing campaign, the attraction took the form of a complex and high-tech escape room experience. Amgen is already remounting it in other cities and with plans of expansion in 2019 and beyond.
August Moon Drive-In
Imagine the perfect summer night at a classic American drive-in movie in 1965. That beloved aspect of mid-century American popular culture is the reality that patrons of the August Moon Drive-In will be transported to – re-imagined as an indoor experience within a 40,000 square-foot air-supported dome. The environment, created by some of the top theatrical, film and theme park designers, features stunning attention to detail, including 50 authentic classic cars, dozens of full-sized trees, grass, gravel pathways, hammocks, a panoramic starry sky overhead, fireflies, and, of course, a stunning August “sailor’s moon” glowing orange and red, just above the tree line.
Conceived and designed by Michael Counts, called a “master of immersive entertainment” and a “mad genius” by the New York Times, and backed by lead investors Ken Levitan (Vector Management), James Diener (Freesolo Entertainment, Alignment Artist Capital & former CEO of A&M Octone Records), Michael Solomon (10X Management, Brick Wall Management); and Daniel Frishwasser, (The Ride; Connor Paolo), the August Moon Drive-In will be the first of its kind and an attraction that dramatically enhances the way people experience movies.
The August Moon Drive-In is targeted to arrive in Nashville, at the intersection of James Robertson Parkway and Interstate 24, in the shadow of Nissan Stadium, home of the Tennessee Titans, in Q2 2018 and is conceived to operate daily with an initial schedule of 18 showings a week.
Building on the success of movie experiences that offer more than the status quo, the August Moon Drive-In is conceived as a mini indoor theme park that transports people in space and time to a quintessentially American experience – where that perfect summer night at sunset, where crickets chirp in the distance and the audience breathes in the scent of fresh meadow air, can be repeated with absolute consistency within what is effectively a giant movie set. In addition to being a re-invention of the movie-going experience, August Moon will allow audiences time to explore, play, and dine, and of course, watch their movie.
Featuring a variety of seating options – from reserved seating in the vintage cars to picnic blankets spread out under the stars—the experience also will include innovative live entertainment and ground breaking interactive elements, including live actors that seem to step out of a movie preview to interact with audience members; the largest non-IMAX movie screen in North America; several full bars; artisanal American comfort food; multiple dining areas; private “tree house” event and party spaces; and a separate lounge that features live music programming before and after the movie. The film programming is slated to feature both first run movies as well as favorites from all genres that are no longer widely screened.
The August Moon Drive-In will offer a membership model that allows people to see any movie without paying admission and will offer other perks such as food and drink specials, seating upgrades and special access. Additionally, members and the August Moon community will be able vote on certain titles through social media, thereby enabling the community to choose the programming at selected times.
Watch the youtube video HERE.
An immersive and transportive touring experience slated to be launched Berlin, Germany in 2019/20 that will render a late night creole house party in New Orleans. Feature live music, food, theatrical performers, immersive set pieces and a cast imported from New Orleans and Southeast Texas, this one-of-a-kind production, was conceived and produced by music legend Nick Sample and will bring the viewer the sights, sounds, smells and tastes of the Bayou.