Last Thursday, I saw what looks like rented trailers (mitzvah tanks) crossing 26th Street on 6th Ave. They were escorted by police cars. It was a very very long line of trailers. They are covered with Jewish ads promoting their parade, which distributes Matzah (unleavened bread), Shabbat candles, etc. to local Jews. There were 63 "tanks" in total in NYC. Each trailer had a destination in the city.
The parade is to commemorate their famous late rabbi: Menachem Mendel Schneerson. Whom some consider to be the Messiah of the Jews, while other orthodox Jews abhor the idea. He has created a very firm Jewish community in New York City, especially in Brooklyn where he resided.
However, considering Jorel's Bar Mitzvah, I don't think some, if not most of the Jews take these things seriously.