Cool Stuff: HBO Brings Back Vintage Subway Car To Promote 'Boardwalk Empire'

It can be really, really difficult to make a TV poster stand out during the fall season, especially in an area as littered with advertising as New York. So props to whatever genius thought up HBO's newest marketing gimmick: an authentic, operational vintage train from the '20s promoting the second season of Boardwalk Empire. Part of the show's great appeal is its exquisite attention to period-appropriate detail, so an actual old-school train seems like a perfect way to remind people of the show's return September 25.

In fact, it's such a cool idea that I'm going to go ahead and pretend not to notice that Boardwalk Empire actually takes place in New Jersey, not New York, which is totally not the same thing goddamnit. Check out images and video after the jump.

[via Laughing Squid]

The MTA is no stranger to expensive ad buys. It's fairly common for big-name brands to buy out all the space in a given car, and last year Target even wrapped an entire 6 train in its signature red and white. But this is definitely one of the more creative subway ads I've ever heard of.

According to Gothamist, the train was originally constructed in 1917 as part of the Interborough Rapid Transit system. The fully functional vehicle includes such Prohibition-era details as "rattan seats, ceiling fans and drop sash windows." (Although I'm hoping the train isn't so authentic as to eschew certain modern trappings, like 2011-era subway maps and current safety features.) In place of the usual ads for Manhattan Mini Storage and Dr. Zizmor, the subway has Boardwalk Empire posters and artwork inspired by the show.

For New Yorkers hoping to catch the train, it'll be running on the 2/3 track in Manhattan through September 25. Specifically, it'll be making stops at 42nd Street-Times Square, 72nd Street, and 96th Street on Saturdays and Sundays between 12 PM and 6 PM. And if you go on the last weekend, you may actually get a bonus reward for your troubles: HBO promoters will be on hand to distribute free MetroCards in the 42nd Street and 72nd Street stations.