Have you seen Subway and Netflix’s viral movie-themed restaurant pop-up?
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On Aug. 8, Subway and Netflix will launch one of the most immersive marketing campaigns of the season. A Subway location at 1801 W. Pico Blvd. in Santa Monica will be transformed into “Subway’s Happy Place,” a fully themed restaurant experience designed around Happy Gilmore 2, which premiered on Netflix on July 25.
The campaign is timed to follow the film’s release by two weeks, with the physical activation serving as an anchor point for fan engagement and media coverage. Reservations are required and have already begun filling up. With streaming buzz still strong and social media anticipation growing, the one-day event is poised to attract both local attendees and national attention.
The intersection of food and film marketing gets physical
The pop-up will feature decor and interactive elements modeled after key scenes from the Happy Gilmore franchise. Subway will install a miniature golf course inside the restaurant, complete with film props, character cutouts and multiple photo zones built to encourage user-generated content.
A beer garden, bleacher seating and manicured landscaping will round out the experience. Visitors can expect a space that is not only themed but fully redesigned to serve as an entertainment environment.
A nostalgic menu that’s already driving real sales
Ahead of the pop-up, Subway launched the limited-time Happy Gilmore Meal in stores nationwide on July 10. For $1 more than a regular combo or Meal of the Day, customers receive a Cold Cut Combo or All-American Club with one of four collectible character cups.
The offer has already gained traction. As of late July, Subway has sold more than 1.6 million of these meals across the US and Canada. Each meal comes with QR-coded packaging that unlocks an online experience, including movie clips, games and sweepstakes entries for branded merchandise and a resort trip. The digital components extend engagement beyond the physical event, creating continuity between in-store transactions and online media.
The streaming tie-in expands audience reach
By timing the restaurant activation just after the Netflix debut of Happy Gilmore 2, Subway and Netflix are aligning media momentum with consumer experience. The sequel features returning cast members Adam Sandler and Ben Stiller, along with new talent including Bad Bunny and Travis Kelce, who has already generated headlines for his unexpected performance in the film.
Netflix reported over 46 million domestic views during the film’s opening weekend, making it the most-watched US comedy debut on the platform. The upcoming activation is designed to capitalize on that visibility and bring the story to life for fans who want more than just a screen-based experience.
This campaign demonstrates how food and media partnerships can extend beyond promotional tie-ins. Rather than merely sponsoring content, Subway is co-creating a customer journey that spans physical, digital and cultural platforms.
It also reflects a shift in how brands engage consumers: less about impressions, more about immersion. With sales already passing seven figures and the event fully booked in advance, the Happy Gilmore campaign provides a useful model for experience-led branding.
Sources
Subway