The Penguin ‘Gotham Goods’ NYC Takeover

Following the successful takeover of San Diego’s Gaslamp Quarter, HBO’s highly anticipated original limited series The Penguin, starring Academy Award-nominated actor Colin Farrell as Oz Cobb, is now setting its sights on New York City and the world.

The global campaign continues with The Penguin Takeover to celebrate the upcoming series premiere on Thursday, September 19th at 9pm ET/PT on HBO and Max. Oz Cobb and his crew will roll out exclusive merchandise trucks across the city, forge partnerships with local businesses, and light up iconic landmarks in the signature plum purple hue.

Fans can look forward to The Penguin taking over the Feast of San Gennaro, the New York Latino Film Festival Block Party, early fan screenings at Alamo Drafthouse, and specialty menu items at participating businesses as Gotham comes to life.

Schedule: 

– On Monday, September 9th, and Tuesday, September 10th, The Penguin and his crew will station their “Gotham Goods” merchandise trucks in six locations across Manhattan. To unlock exclusive “Penguin-themed” gear, fans can follow @TheBatman on social for information on how to collect their goods. Below are the “Gotham Goods” truck locations, with limited supplies available daily from 2- 9pm on a first-come, first-served basis:
Monday, September 9th:
Location 1: 26th Street between Madison Avenue and 5th Avenue, 2-4pm
Location 2: 11 E Houston Street between Broadway and Crosby, 4:30 – 6:30pm
Location 3: West Broadway between Leonard and Franklin Street, 7-9pm
Tuesday, September 10th:
Location 4: 100 Gansevoort Street, 2-4pm
Location 5: 6th Ave between Spring and Broome Streets, 4:30 – 6:30pm
Location 6: Canal Street between Broadway and Mercer, 7-9pm

– From Thursday, September 12th through Sunday, September 22nd, THE PENGUIN will have a booth at the Feast of San Gennaro (195 Grand Street), offering exclusive “Penguin-themed” merchandise and Gotham-inspired street food. The Penguin’s signature purple Maserati will be on display next to the booth and he will also take over the San Gennaro Ferris wheel during the festival.

– Max is partnering with Alamo Drafthouse for early screenings of the first episode at eight nationwide locations starting Thursday, September 12th. Additionally, on Wednesday, September 18th, the Alamo Drafthouse Cinema Lower Manhattan (28 Liberty St, Suite SC301) will host a special screening of the first episode and Q&A session with Craig Zobel (director of episodes 1-3 and executive producer), Lauren LeFranc (showrunner and executive producer), and Dylan Clark (executive producer).

– From Friday, September 13th through Friday, September 20th, Max is partnering with select local establishments to offer secret menu items, signature swag, and late-night special items available for purchase:
Emilio’s Ballato
55 E Houston Street
Friday, September 13th – Saturday, September 14th, Friday-Saturday: 12-4pm | 5-11:30pm
Scarr’s Pizza
35 Orchard Street
Sunday, September 15th – Monday, September 16th, 12pm – 12am
The Ocky Way Bodega
603 Clinton St, Brooklyn
Tuesday, September 17 – Wednesday, September 18th, open 24 hours
Casa Magazines
22 8th Avenue
Thursday, September 19th – Friday, September 20th, 8am – 10pm

– From Monday, September 16th through Sunday, September 22nd, in collaboration with MAP360 Collective, The Penguin will take over iconic Gotham-branded New York City establishments including Gotham Burger Social Club, Gotham West Market, Gotham City Barbershop, and Gotham Wine & Liquors. These storefronts will be transformed to reflect the world of Oz, offering discounted THE PENGUIN specialty menu items at Gotham Burger and Gotham Market, and more.

– On Tuesday, September 17th, Max, in partnership with NYC Tourism, will light up several prominent New York City landmark buildings, including the Empire State Building, Javits Center, One Bryant Park, One World Trade Center, and Pier 17 in The Penguin’s signature plum purple hue to mark the beginning of his reign.

– Max and T Brand Studio, the content studio within New York Times Advertising, The New York Times worked to create a special print edition of “Gotham Gazette” that will be wrapped around print issues of the paper on Thursday, September 19th, the day of the series premiere. The New York Times print home delivery subscribers will receive the issue and hawkers can be found handing out issues at the select five locations below:
Grand Central Station
Time: 7am-12pm
Times Square
Time: 7:15am. – 12:15pm
Penn Station
Time: 7:30am – 12:30pm
Casa Magazines
Time: 8am – 1pm
San Gennaro Festival
Time: 4 – 10pm

– On Sunday, September 22nd, in celebration of Latino Heritage Month, Max and Pa’lante! will take over the New York Latino Film Festival Block Party at Dyckman Plaza (238-224 Dyckman Street) from 2-10pm to mark the grand finale. Attendees can indulge in exclusive “Penguin-themed” cocktails, specialty menu items, and other unique experiences. The event will also feature a special screening of the first episode of THE PENGUIN, live music performances, and limited-edition merchandise. This event is open to the public and an RSVP is required to enter.