The screenings were open to the public and targeted toward fans of the show, entertainment influencers, and media known to be part of the Yellowjackets Hive. In total, over 400 tickets were sold across all four cinemas, with nearly 5,000 fans visiting the lobby installations.Photo: Courtesy of Cartwheel & Co. Marketing
Hosted on Galentine’s Day (Feb. 13), the events, which were produced by Cartwheel & Co. Marketing, were a “love letter” to the YJ Hive—as the series’ fan base is known—complete with Yellowjackets goodies; a series-themed menu (minus the cannibalism); and, in Brooklyn and Dallas, a '90s-era video store pop-up.
ICYMI: Yellowjackets follows the story of a team of high school girls soccer players who survive a plane crash in the Ontario wilderness. The series chronicles their descent from a team into cannibalistic clans.
Cartwheel worked with Paramount+ with SHOWTIME in 2022 on the launch of an Emmy Awards guerrilla marketing stunt for season two of the show. As part of the campaign, the Antler Queen—the figure in the show who leads rituals for the group—went to local businesses in voter-rich neighborhoods throughout Los Angeles.
Rob Drury, founder and CEO of Cartwheel & Co. Marketing, explained that the choice of Alamo Drafthouse locations was strategic and based on audience insights from Paramount+ with SHOWTIME, with the aim of both engaging the Yellowjackets Hive and attracting new audiences.
“After a production hiatus, the goal was to reengage the core fan base by selecting markets with the most passionate and concentrated fandom, while also reaching potential new fans through press and influencer engagement,” he said, referring to the almost two-year break between seasons.
The screening events also supported the Los Angeles County Education Wildfire Recovery Fund to help expand mental health resources for students and families affected by the wildfires.
VENDORS
Design and Production: Cartwheel & Co. Marketing
Fabrication: 3rdAVE
Photography: Jordan Kleinman
Staffing: Perfect 10 Promotions
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