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Hulu Transforms Santa Monica and LA Landmarks into 'The Testaments' Dystopia
Immersive street activation features Aunt Lydia's purple 'prep school' bus and costumed 'Plums' distributing cryptic pastries.
Mar. 31, 2026 at 11:34am
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Hulu's immersive street activation for 'The Testaments' premiere aims to transport fans into the dystopian world of Gilead through interactive experiences at iconic LA landmarks.Santa Monica TodayHulu is launching an immersive street takeover across Los Angeles today to promote the upcoming premiere of 'The Testaments', the highly anticipated sequel series to 'The Handmaid's Tale'. The activation features a purple 'prep school bus' belonging to the character Aunt Lydia, which serves as a mobile stage for costumed performers known as 'Plums' who disembark to distribute mini bumbleberry pies containing cryptic messages to the public.
Why it matters
As a follow-up to the acclaimed 'The Handmaid's Tale' series, 'The Testaments' is one of Hulu's most anticipated premieres. This elaborate street activation aims to build buzz and immerse fans in the dystopian world of Gilead ahead of the new show's launch.
The details
The 'Plums' operate under the direction of a supervisor who initiates the distribution with a bell signal. Recipients are greeted with traditional bows and blessings as they receive the pies, which feature a blend of blueberries, raspberries, blackberries, and strawberries. A QR code accompanying the 'This is just the beginning' message allows fans to scan for exclusive digital content and further interactive experiences. The purple bus is scheduled to appear at the Third Street Promenade in Santa Monica and Hollywood & Highland in Hollywood.
- The activation is taking place today, March 31, 2026.
- The purple bus will be at the Third Street Promenade in Santa Monica from 12:00 p.m. to 1:00 p.m.
- The purple bus will be at Hollywood & Highland in Hollywood from 2:00 p.m. to 3:00 p.m.
The players
Hulu
A major streaming platform that is launching an immersive street activation to promote the upcoming premiere of 'The Testaments', the highly anticipated sequel series to 'The Handmaid's Tale'.
Aunt Lydia
A character from 'The Handmaid's Tale' and 'The Testaments' who has a purple 'prep school bus' that is being used as a mobile stage for the activation.
The Plums
Costumed performers who disembark from the purple bus to distribute mini bumbleberry pies containing cryptic messages to the public.
What’s next
The activation is a one-day event in Los Angeles, with the purple bus scheduled to appear at the Third Street Promenade in Santa Monica and Hollywood & Highland in Hollywood. After this, the activation will move on to New York City.
The takeaway
Hulu's immersive street activation for 'The Testaments' premiere is an innovative way to build excitement and immerse fans in the dystopian world of Gilead ahead of the highly anticipated sequel series launch. By transforming iconic landmarks into dystopian sets and engaging the public with interactive experiences, Hulu is creating a buzz-worthy event that will likely resonate with fans of 'The Handmaid's Tale'.
