Joe Goldberg may be closing the book on his deadly obsessions, but Netflix isn’t letting him go without one final stalk-worthy sendoff. In celebration of the fifth and final season of the hit series YOU, the streamer transformed New York City into a living tribute to the show’s roots—bringing fans back to where it all began: Mooney’s bookstore.
Running April 22–23, Netflix opened the doors to an immersive Mooney’s pop-up, where die-hard fans stepped into Joe’s twisted world—literally. Inside, a city-wide scavenger hunt through iconic YOU titles led participants to hidden clues, highlighted passages, and handwritten notes from Joe himself. The final stop? A secret entrance to the infamous basement cage, where fans could snap their last bone-chilling photo in the place that started it all.
“It’s just a bookstore… until it’s not.”
Even Penn Badgley couldn’t resist the nostalgia. The actor behind everyone’s favorite charming sociopath made a surprise appearance on opening day, joining castmates and fans alike for a trip down memory lane—and into the cage.
You By the Numbers
Since moving from Lifetime to Netflix in 2018, YOU has amassed over 500 million global views. It’s hit the Netflix Global Top 10 a whopping 31 times and landed in the Top 10 of every tracked country. On social, the last three seasons have each racked up more than 1 billion impressions, and Season 5 had already reached 800 million before the premiere.
The farewell campaign stretched beyond NYC: Bookstores in Austin, Miami, San Francisco, L.A., and Brooklyn hosted local scavenger hunts. Lucky participants scored YOU merch, screening invites, and virtual passes to Tudum’s global fan event—complete with cast Q&As and sneak peeks.
A Legacy of Obsession
The Mooney’s activation continues Netflix’s tradition of bringing YOU to life for fans: a blood-soaked tea cup ride in London for Season 4, a Hollywood scavenger hunt with Overheard LA for Season 2, and even a post-Season 1 cage meet-and-greet with Badgley and Shay Mitchell in the Philippines.
Want more? Tudum has obsessive coverage of the entire series, including breakdowns of every “Hello,” every victim, and every one of Joe’s unsettling disguises. Fans can also dive deep with “Inside the Episode” videos, finale secrets, and a heartfelt thank-you message from Badgley himself.
All five seasons of YOU are now streaming. Here’s to one last look over the shoulder.
REELated:
Pedro Pascal reacts to Joel’s brutal death in The Last of Us
