Events and Activations | Everything, Everywhere, All At Once

Village Roadshow

Arize conceptualised and delivered a free, immersive pop‑up experience titled “Melbourne Laundromat Opens Portal to Multiverse”, inspired directly by the film’s storyline. Located at Corrs Corner in Chinatown, the pop‑up transformed a laundromat into an urban gateway to the multiverse.

A neon sign with a tiger illustration and the words 'Spirit of the Tiger' and 'Pederp San Co' on a dark wooden wall. To the left, a red lantern hanging. Below the sign, a white clothing item draped over a washer with a sign reading 'Out of Order'. The washer has energy and water ratings stickers. To the left, a small table with bottles, and there are green plants to the right.

573K

EARNED MEDIA REACH

9

PIECES EARNED MEDIA COVERAGE

146K

SOCIAL MEDIA REACH

  • Everything Everywhere All At Once was a bold, genre‑defying film that required a launch strategy capable of matching its creativity, originality and cultural impact. The challenge was to cut through Melbourne’s crowded entertainment landscape and introduce audiences to a complex, mind‑bending film in a way that felt accessible, experiential and shareable - while driving awareness ahead of its cinematic release.

    • Build strong awareness for Everything Everywhere All At Once in Melbourne

    • Create a culturally relevant launch moment that reflected the film’s themes

    • Secure targeted digital, print and social media coverage

    • Drive organic social amplification through experiential storytelling

  • Arize developed a locally grounded publicity strategy that translated the film’s multiverse concept into a tangible, immersive experience. By anchoring the campaign in Melbourne’s CBD and Chinatown precinct, the strategy connected the film’s narrative to place, culture and community.

    The approach combined experiential activation, targeted media pitching and social‑first storytelling to create a launch moment that felt surprising, playful and distinctly Melbourne.

  • The Melbourne launch successfully generated buzz and positioned Everything Everywhere All At Once as a must‑see cinematic experience, aligning the film’s unconventional narrative with an equally unexpected launch execution.

The activation featured a spliced, angled mirror room and washing machines that acted as portals into alternative realities, complete with visual easter eggs referencing fan‑favourite moments from the film. Designed to overwhelm the senses and spark curiosity, the experience invited audiences to step inside the world of Everything Everywhere All At Once.

Arize managed event planning and on‑site execution, developed and distributed a media release, and conducted targeted pitching to Melbourne‑based digital and lifestyle publications. Social media and influencer engagement supported organic sharing, extending reach beyond physical attendees.

  • People smiling and taking a selfie inside an installation with reflective surfaces and circular light fixtures.
  • Neon sign reading 'Spirit of the Tiger' and 'Pederson Co,' with a drawing of a tiger above the words. A laundry machine with a sign that says 'Out of Order' placed in front of it, and a small table with bottles nearby. The scene is lit by a ceiling light and a red lantern, with some plants nearby.
  • Interior of an elevator decorated with a modern, artistic display of numerous black and white balls and circular patterns on the walls and ceiling.
  • A storefront with a sign that reads 'Multiversal Laundromat.' Two people are standing outside, one woman and one man, engaged in conversation. The laundromat has a glass front with posters and laundry machines visible inside. The exterior wall is painted with vibrant red, yellow, and orange abstract designs, and the entrance has a black ramp leading up to the door.
  • A woman with long black hair, wearing a traditional dress, is in an office setting with cubicles and overhead fluorescent lights. She has a googly eye on her forehead, tears on her face, and is surrounded by flying papers.

About Village Roadshow

Roadshow Films is Australia’s leading independent film distributor, producing and distributing acclaimed films and television for more than fifty years. The company is known for bringing globally recognised and award‑winning titles to Australian audiences through culturally relevant and innovative release strategies.

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