Newhouse concepted and executed an immersive 4DX screening experience at Regal that invited influencers to buckle up for a high-altitude thrill ride inspired by Flight Risk. Every detail was designed with content creation in mind, from a windstorm photo installation where guests battled high winds and ice storms to an in-theater moment where attendees donned bald caps in tribute to Mark Wahlberg’s menacing character. The experience was capped off by a surprise appearance from director Mel Gibson, who officially cleared the audience for takeoff before the screening. From start to finish, it was a white-knuckle event that had creators capturing—and sharing—every moment.

Sizzle reel created by @armadaprojects

To amplify Flight Risk beyond the theater, Newhouse activated creators to bring the film’s high-stakes action and adventure to life. We sent viral creator Cugine on a transatlantic mission to London, where he recorded one of his signature “Take Care, Brush Ya Hair” videos with Mark Wahlberg himself. We also partnered with creators named Mark to support a first-of-its-kind Fandango promotion, giving all Marks a free ticket to Flight Risk on opening weekend. Beyond that, we tapped select creators to craft high-energy, adrenaline-fueled assets inspired by the film. Our holistic influencer approach ensured Flight Risk was everywhere—in feeds, in theaters, and in culture.