Atlas Experiences, in partnership with Alamo Drafthouse and the Texas Lottery, made waves in Austin with the launch of JAWS on the Water, an unforgettable experiential screening of the iconic film to celebrate the release of the new Texas Lottery Jaws scratch ticket.
Held at Volente Beach Resort on Lake Travis near Austin, the summer-long screening series is bringing thousands of attendees face-to-fin with cinematic suspense, as fans floated on inner tubes under the stars while watching the blockbuster classic unfold on a giant inflatable screen. The experience was heightened by surprise appearances from finned scuba divers and underwater theatrics, capped off with a dazzling fireworks finale, all made possible by the Texas Lottery.
This landmark activation marked the first collaboration between Alamo Drafthouse and Atlas Experiences, bringing immersive cinema and experiential marketing together in a thrilling new way.
In conjunction with the live event, Atlas Experiences and Alamo Drafthouse also produced an exclusive “Bite Montage,” a custom video compilation of iconic animal scenes and unforgettable film moments that aired across all age-appropriate Alamo Drafthouse theaters statewide. The frenzy continues in July with the “Great Bites” film series, featuring the best of JAWS-inspired classics. Together, these immersive marketing efforts support the launch of the Texas Lottery’s Jaws scratch ticket.
“Our audiences crave bold, one-of-a-kind experiences and JAWS on the Water delivered just that,” said Chaya Rosenthal, Chief Marketing Officer of Alamo Drafthouse. “Partnering with Atlas Experiences and the Texas Lottery allowed us to reimagine how fans connect with movies in a way that’s immersive, memorable, and a little bit terrifying in the best way.”
“JAWS on the Water is a perfect example of how we turn pop culture into prize-winning engagement,” said Derek Gwaltney, CEO of Atlas Experiences. “We’re excited to continue pushing boundaries in partnership with Alamo Drafthouse and the Texas Lottery.”
The activation is part of Atlas’s continued mission to create unforgettable moments that bridge entertainment, experiential marketing, and consumer engagement while driving awareness and sales for its partners.
