DOOH Advertising

Disney, Hulu team on interactive, immersive storefronts

Photo: Disney/Hulu/Visual Feeder

May 1, 2026

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Disney+ and Hulu have launched "The Drama You Want," interactive storefront experiences in Manhattan, New York and Santa Monica, California.

Created in collaboration with Publicis Media and Visual Feeder, the unoccupied retail windows are transformed into immersive, gesture-controlled environments that bring Disney+ and Hulu's most compelling dramas directly to the street, according to a press release.

Utilizing Visual Feeder's interactive DOOH technology, the activations turn sidewalks into responsive environments where fans wave to select titles and discover their specific "Drama Persona."

The campaign introduces a dynamic 'Choose Your Drama' experience that elevates traditional out-of-home media by adding a layer of immersive, real-time interactivity. When a pedestrian approaches, the display shifts from high-definition promos to an active prompt.

Through detecting hand gestures, users navigate through genre pillars thrillers, sci-fi and procedurals ultimately receiving a tailored, full-screen trailer payoff precisely mapped to the storefront's architecture.