A24 Really Went All Out for Pop-Up Shop Promoting Adam Sandler’s New Movie ‘Uncut Gems’

Joseph Myers

Thus far, the limited release of “Uncut Gems” has garnered fair financial returns and plenty of industry buzz, especially among critics. Today through Sunday, enthusiasm for the Adam Sandler-led crime thriller will intensify thanks to an A24 pop-up shop that could be the jewel in the crown to those who consider bling—not to mention promotional products—their thing.

While the entire store experience sounds as if it will prove a polished experience for visitors, the second floor figures to be the diamond in the rough for seekers of unique branded merch. It will, as Hollywood Reporter explains, include an exhibit of props from the film, which will receive a wide distribution on Christmas Day, but those elements will not be going home with excited patrons of the New York City location.

Courtesy of A24, whom Promo Marketing commended in the summer for its online store’s unique identity, shop visitors can walk away with the independent entertainment company’s magazine, along with temporary tattoos and branded water bottles that give a nod to KMH Gems & Jewelry, the fictional business that Sandler’s Howard Ratner helms. We also found it interesting that the 917-905-9GEM number that appears in the film will live on at the three-day haven, with that fact inspiring the tweet below.

In looking at his filmography, one can easily see that Sandler has starred in some huge moneymakers, and “Uncut Gems,” though a movie whose dark content might seem antithetical to the spirit of the holiday season, should become another solid contributor to his cinematic legacy. We wonder if he plans to make an appearance at the pop-up shop and if A24 is going to use whatever momentum the venue generates to produce more branded merch.

The movie does not sound as if it figures to live or die by product sales, especially since we noted that the store will have giveaways. But at a time of year when people seem more inclined to part with disposable income, maybe “Uncut Gems” could inspire A24 to commission the creation of more for-sale promo products to complement this mug.

Lord knows that it will not try to touch the promo prowess of Disney’s “Frozen 2” and “Star Wars: The Rise of Skywalker,” but perhaps A24 will find a way to earn a cut of the pie that is branded merch sales. If not, those who are fortunate to secure the giveaways at the pop-up shop might end up with a temporary tattoo and a permanent memory of their fondness for the KMH Gems & Jewelry-fueled brainchild.

Related posts