By Gary Symons
TLL Editor in Chief
Guests at Hard Rock properties will get a glimpse into John Wick’s lavish underworld through a partnership with Lionsgate studio.
Hard Rock International announced the promotional partnership with Lionsgate, the studio behind the shoot ’em up thriller franchise John Wick, to celebrate the fourth installment in the series: John Wick: Chapter 4.
Starting now and continuing through April, Hard Rock International hotels, casinos, and cafe properties will provide cinematic experiences for fans of the franchise.
To celebrate, Hard Rock International and Lionsgate are bringing elements of John Wick’s world to life to give fans the opportunity to “Live like Wick.” Hopefully, this does not involve being shot at or assaulted by ninja assassins.
Some of these elements include a chance to win a custom-tailored suit from Paco Delgado, John Wick’s Oscar-nominated costume designer, premiere ticket giveaways, red carpet VIP events, and elevated culinary experiences fit for The High Table, which is a sort of trade union for killers.
The grand prize references the fact John Wick has become a bit of a fashion icon since the first film was released. In addition to being able to “suit up” like John Wick himself, with a custom-tailored suit, the lucky fan will also get the chance to enjoy an exclusive stay and experience at Hard Rock Hotel’s legendary Rock Star Suite in New York City.
“Hard Rock is incredibly excited to partner with Lionsgate on this highly anticipated film release as we continuously strive to elevate the entertainment offerings that are core to our brand’s DNA,” said Keith Sheldon, President of Hard Rock Entertainment for Hard Rock International. “Given the amazing crossover audiences, we look forward to presenting immersive events, limited time only menu and retail options, and money-can’t-buy experiences at our properties for the benefit of John Wick fans and Hard Rock guests, alike.”
Many of those experiences will start on March 15, as select Hard Rock properties are giving fans a taste of the luxurious Continental Hotel (the safe house for assassins featured in the first three films) with exclusive culinary and beverage offerings that lean into the travel themes, cocktails, and cuisine featured in the John Wick franchise.
Available March 15 through April 30, participating Hard Rock Hotels and Hard Rock Casinos High Table menus will highlight a fusion of American and Japanese offerings and a variety of playful “killer cocktails” featuring themed rye, gin, absinthe, bourbon, vodka, and mezcal drinks. Cuisine features are also inspired by The Continental Hotel New York and The Continental Hotel Osaka, including dishes like Oysters Wick, Dry Aged Bone-in NY Strip, and “Three Men, One Pencil” Chicken Satay. At select locations, fans will also be able to enjoy a simple pour of Blanton’s Bourbon over ice with an embedded JW gold coin.
Hard Rock Cafes will also have their own limited-time offerings spanning across food and beverage, such as a Wagyu-Yaga Burger and two Baba-inspired bourbon-infused cocktails: “Vengeance on The Rocks” and the “No Business-Espresso Martini.” These offerings will be available at all Hard Rock Cafe locations in North America and select Hard Rock Cafes in Europe from March 15 – April 30.
The licensing teams have also come up with a high-stakes immersive experience set inside the infamous Continental Hotel, which will take place at both the Hard Rock Hotel New York and Hard Rock Cafe Hollywood Blvd in Los Angeles.
In this gamified experience, guests must use their street smarts and cunning tactics to help John Wick fight for his freedom. Only by passing an array of immersive tests, including a Sake Tasting Roulette, a prophetic Tarot reading, and a hunt for hidden messages in Wick’s weaponry, all while tracking down a deadly assassin, will they make it out successfully.
The immersive experience is open to the public at the Hard Rock Hotel New York’s stunning RT60 bar for four days only, from March 16 – 20, and will transport guests into the John Wick: Chapter 4 universe. The experience will then relaunch in Los Angeles at Hard Rock Cafe Hollywood Blvd March 21 – 25.
Complimentary reservations open for booking a week prior to launch can be made online HERE for New York and HERE for Los Angeles.
Finally, the John Wick experience is getting back to its canine roots. As any fan knows, Wick’s love of dogs is at the heart of the franchise’s story line, and dogs have certainly played a central role in the three films to date. To celebrate the release of the next film in the franchise, Hard Rock Hotels are launching limited edition Unleashed: Canine Concierge offerings.
Inspired by one of the franchise’s most beloved characters and the ultimate dog lover – The Continental Hotel concierge Charon – Canine Concierge builds upon Hard Rock Hotels’ Unleashed program at select pet-friendly locations. The limited-edition offerings will come with John Wick-inspired swag for guests to enjoy with their furry friends during their hotel stay. Proceeds from the Unleashed program will benefit North Shore Animal League America throughout March and April.
as well, to continue celebrating the pups in the films, Hard Rock Hotel New York is hosting an event with North Shore Animal League America on National Puppy Day on March 23. Open to the public, animal lovers will be able to come to the property for a special “yappy hour” and the opportunity to adopt a puppy from North Shore Animal League America. Event details can be found HERE.
John Wick: Chapter 4 will be released in theaters nationwide on March 24.
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