Sony Pictures Television is transforming one entire train on the Number 7 line of New York’s subway into the iconic diner from “Seinfeld” to promote the series’ return to the 11pm time slot on PIX11.
The month-long train takeover will launch on May 12, just in time for the inaugural Yankees-Mets Subway Series of the 2014 baseball season (Tribune-owned PIX11 broadcasts Mets games in the New York market).
The station and SPT want to promote the fact that they’ve moved the series back to 11pm after a shift to midnight last fall. Viewers, it seems, didn’t want to stay up so late for their “Seinfeld” fix. Meanwhile, WPIX is pushing its syndicated late-night show, “Arsenio Hall” back a half-hour.
For an entire month, commuters who board the “Seinfeld 11 Train” will step inside Monk’s Cafe, the favorite hangout of Jerry, Elaine, George, and Kramer. CBS Outdoor is partnering with SPT and PIX11 to fully wrap both the interior and exterior of the cars, marking the first total train takeover in NYC subway history.

“Nothing is more New York than ‘Seinfeld,’ the subway, the Mets-Yankees rivalry and PIX11,” said Rich Graziano, president and GM of PIX11. “Combining all of these is the perfect way to create an iconic New York experience for fans and viewers.”
PIX11 has broadcast “Seinfeld” for the past ten years, and SPT recently re-upped their pact with the station for a fifth cycle.
Brief Take: Few topics get New Yorkers talking more than the subway, and a month-long takeover of an entire subway train could be just the buzz-builder to get viewers to remember that an old favorite has a new time.
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