Temporary Location: Sunset Boulevard
Photographer: Alex Frankel
3 ROWS x 8 COLUMNS
36.4″ x 96″ x 9.5”
Black Sheet Metal Casing
Custom Carry-On Promo Imagery and Text
Custom Outdoor Casing
Installed 2024
Outdoor case not provided by Oat Foundry*
Picture Flaps are not rated for outdoor use*
For the release of Netflix’s thrilling holiday blockbuster Carry-On in December 2024, we partnered with Netflix to create a Picture Flap for the iconic Sunset Boulevard in Los Angeles. Designed as a large-scale promo piece, this captivating display brought the excitement and suspense of the movie to life, engaging thousands of passersby and movie enthusiasts.
Netflix wanted an innovative way to promote Carry-On while staying true to the film’s airport setting. The goal was to craft a visually striking build that would capture attention, evoke curiosity, and offer viewers an interactive storytelling moment. Additionally, the installation needed to seamlessly integrate into the bustling energy of Sunset Boulevard while maintaining durability for the entire duration of its run.
A Picture Flap display was the perfect choice to achieve Netflix’s vision. We fabricated a custom 8-foot-wide Picture Flap rental installation featuring vibrant artwork and messaging from Carry-On. The display rotated through a series of high-resolution images, including snapshots of lead actor Taron Egerton, key action-packed scenes, and bold promotional graphics for the film’s premiere date. Each flap transition created a tactile sound and motion effect, enhancing the drama and capturing the attention of pedestrians and drivers alike.
The dynamic storytelling capability of the Picture Flap allowed Netflix to showcase multiple elements of Carry-On’s storyline, from intense action stills to cryptic quotes that left audiences intrigued. Its design features an ultra-durable outdoor casing to withstand outdoor exposure on Sunset Boulevard’s busy streets, ensuring optimal performance and visual impact throughout its duration. The casing even had lighting so it could be seen at night. Positioned in a high-foot-traffic area, the Picture Flap became a hotspot for social media moments. Visitors stopped to snap photos and videos, amplifying the installation’s reach far beyond its physical location.
The Sunset Boulevard Picture Flap installation generated significant buzz leading up to Carry-On’s release. The unique, interactive design turned heads and encouraged fans to share their experience online, contributing to the film’s marketing momentum. Netflix reported increased engagement and anticipation for the movie, with the installation standing out as a memorable part of their promotional campaign.
Unlike Netflix’s static billboards, which display a single message for an extended period, the Picture Flap’s rotating panels provided a dynamic, ever-changing visual experience that kept audiences engaged. This movement not only captured more attention from passersby but also created an element of surprise and storytelling that static displays simply cannot achieve.
Picture Flap offers a timeless and engaging way to communicate stories, blending analog charm with modern design. For Carry-On, it became a centerpiece of Netflix’s campaign, illustrating how tactile, immersive installations can amplify digital marketing efforts.
We’re proud to have contributed to such a high-profile project, demonstrating the power of creative, innovative design to bring stories to life in unexpected ways. Whether you’re promoting a blockbuster movie or crafting a unique brand experience, Picture Flap makes a bold, unforgettable statement.
