Esports and Hollywood have come together in ecstasy again, and this time the scale is, to be honest, impressive. The North American Grand 100 Thieves has officially partnered with Chris Hemsworth himself.
In fact, all of this is part of a massive promotional campaign for the latest crime thriller Crime 101. The collaboration was announced on February 6 via X, where the organization jokingly dubbed the actor its “101st member” and even temporarily renamed its cult complex in Los Angeles.
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Exclusive merch and private screening of Crime 101
The film will be filled with interesting moments — directed and written by Bart Layton, and the cast, in addition to Hemsworth, includes Mark Ruffalo and Halle Berry. But the fans of “Thieves” are more pleased with something else.
An offline meeting will be held at the 100 Thieves headquarters on February 10. The first 101 lucky people, by the way, will pick up exclusive merch and tickets for the pre-screening of the thriller. Unexpectedly, however, this approach to marketing is already a classic for Nadeshot and his team.
Live broadcast with the “new thief”
The collaboration, in general, will not be limited only to the distribution of T-shirts. Alex Wexler, who heads the studio 100 Thieves, confirmed that Hemsworth will fly to the stream.
The broadcast, apparently, will unfold directly from the Compound on the Nadeshot channel on Twitch. “It is a great honor for us to be a part of this story, so we are waiting for the new chapter of 101 Thieves,” Vex noted ironically.
The value of the 100 Thieves collaboration for esports
The commercial, which was released along with the announcement, plays up the brand name. Matthew Haag (aka Nadeshot) allegedly invites Chris to the line-up, to which he retorts: “Did you mean 101 Thieves?”
It is logical that the organization is increasingly using its “Compound” as a platform for promoting big movies and high fashion. This is a perfect example of how an esports tag turns into a lifestyle giant. At the moment, however, no other events have been announced, but the stream and the distribution of prizes are enough to blow up the coverage. It looks like “Crime 101” will receive top support from the gaming community.
