The First of Us

For the release of the last episode of The Last of Us season 2, HBO Max wanted to strengthen its premium positioning. While most streaming platforms push binge-watching, HBO builds anticipation with weekly releases to make each episode an exclusive moment.
In France, fans were often spoiled online: 40% of spoilers come from social media, and 71% of French people check their phones first thing in the morning just as U.S. viewers had already seen the episode.
To protect this special moment, we organized The First of Us: the earliest screening in history. At 7 a.m., fans gathered in a cinema to watch the finale together and share breakfast.
This premium event addressed a real need, avoided spoilers, and reinforced HBO Max’s positioning as the home of exclusive, must-watch experiences.