To promote Quentin Tarantino’s latest film The Hateful Eight, OMD and Fuse developed a real life experience to bring the film to life for Tarantino fans by creating a Hateful Eight beer dedicated to the film and transforming a Ponsonby pub into a rendition of the film's set, a Wyoming log cabin in post-Civil War America.
Last week the The Golden Dawn donned the warm wooden panels, deer heads and beer barrels seen on the set of Tarantino’s latest film (but decided to leave out the extreme violence and blood shed).
OMD and Fuse engineered the collaboration between Hallertau Brewery and The Golden Dawn for their client Roadshow Film Distributors. to bring the film to life for Tarantino fans and honour the filmmaker’s first visit to New Zealand.
The activation will last for eight days, as befitting the title of the film, and the décor and drinks have been designed for punters to get a taste of the movie, which was released on 21 January.
Throughout the eight days The Golden Dawn has been serving ‘The Hateful Eight Beer’ – a limited edition beer brewed exclusively for Quentin Tarantino by Hallertau Brewery and in celebration of the film’s release.
A Tarantino fan himself, The Golden Dawn entertainment manager Matthew Crawley couldn’t pass up the opportunity when first approached by Roadshow Film Distributors.
“Many of our regulars are purveyors of [Tarantino's] films,” says Crawley. “We even have a Golden Dawn playlist dedicated to Tarantino movie soundtracks.
“We instinctively knew that this would be something our punters would appreciate.”
Brewer and owner of Hallertau Brewery Stephen Plowman specifically selected Hallertau Red Ale for ‘The Hateful Eight’ beer.
“This blood red ale resonates perfectly with Tarantino’s new western,” says Plowman. “Full, rich and bitter in character with a long malt finish, it is the ideal beer for a long night trapped in a snowy mountain cabin when the bounty hunters are closing in, and the beer in your hand could be your last.”
‘The Hateful Eight beer’ will be available at The Golden Dawn for the duration of the film’s screening in cinemas.