The backlot city set in Hollywood Land at Disney California Adventure has a new tenant. The brick walls and doors near the Hyperion Theater are now covered in Coven Academy imagery, turning the park’s usual promotional corner into an advertisement for a Freeform series that premieres October 1.
Fans of Coven Academy can take pics in front of a new-ish display over at #DisneyCaliforniaAdventure! #Disneyland
— LaughingPlace.com (@laughingplace) September 8, 2026
The set is the one Disney uses to push whatever it wants guests thinking about, hosting themed photos and the occasional character meet for new releases. This time the treatment is posters, and one of them is printed to look like the brick it is pasted onto so that it disappears into the wall until you are close enough to read it.
What Coven Academy Is
Coven Academy is a New Orleans set supernatural drama from creator and executive producer Tim Federle, built around three teenage witches in training who are bound to protect their city from ancient forces while dealing with volatile magic, dark secrets and rivals the show describes as distractingly cute. The trio at the center, Briar, Sasha and Tegan, are played by Malina Pauli Weissman, Jordan Leftwich and Ora Duplass, and all three feature heavily in the artwork now up in the park. Tiffani Thiessen plays the head of the school, with Devon Sawa as a special guest star.
Freeform rolls the series out in weekly blocks, nine chapters on October 1, six on October 8 and the final six on October 15, with the full season available to stream on Disney+ and Hulu on October 2. Disney’s key art and teaser are already out. The park takeover puts a physical piece of the campaign in front of guests.
Why A Freeform Show Is In A Theme Park
Disney has used this Hollywood Land set for years to promote films and Disney+ series with much larger audiences than a Freeform premiere will draw. Putting Coven Academy here says something about how the company views the show. It is being treated as a Disney+ and Hulu title first, with Freeform as the launch window, and the park is being used to put the cast’s faces in front of tens of thousands of people a day who may never have seen a Freeform promo.
The timing also lines up with Halloween Time. The Disneyland Resort is fully into its spooky season, and a witch drama fits the mood of a park that is already hosting Oogie Boogie Bash after dark. It is the kind of cross promotion that costs almost nothing and has a natural expiration date at the end of October.
A Photo Op With A Deadline
For guests, it is a photo backdrop. The set is close to the Hyperion Theater and easy to find, and there is no cast member presence or scheduled activity attached to it yet. If Disney follows its usual pattern, that could change closer to the premiere, since this corner has hosted character appearances for other launches. For now it is posters on a wall, done well enough to be worth a stop.
The series itself leads Freeform’s 31 Nights of Halloween, the first time the marathon has opened with a brand new series premiere.
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