The 2017 Screenvision Media Upfront
May 2017. New York, Playstation Theater
Screenvision Media is a premier cinema, video, and media organization that curates powerful and uncluttered storytelling for brands, exhibitors, and audiences at movie theatres nationwide. For this year’s Screenvision Media Upfront the company chose the theme “The Most Memorable Impression” to represent their ability to deliver impact before, during and after the in-theatre experience. The Upfront demonstrated how Screenvision Media connects brands to every part of the moviegoer’s journey, driven by data and technology, interactivity and integration.
To bring the “Most Memorable Impression" theme to life, Empire developed a design and concept, working closely with Screenvision Media, to transform New York City’s PlayStation Theater into a fully immersive theater and after party experience for its high-level attendees.
As guests checked in to the event, they were encouraged to download an app that functioned as both a digital passport and tool to unlock special AR content throughout the evening. Guests then moved into the theater space where top Screenvision Media executives, including CEO John Partilla, unveiled its “10 Pack” offering, a package giving advertisers access to blockbuster films along with an advanced targeting tool, Cintel. Through Cintel, brands will have the ability to target advertising based on behavioral and psychographic data, in addition to movie genre and demographics. Highlights from the industry were also showcased, including the upcoming 2017/18 movie slate and record-breaking box office figures.
After a reveal to the after party, guests were welcomed to a large, inviting space featuring a 24’ bar, innovative catering stations by Creative Edge, and interactive movie sets inspired by some of the most anticipated feature films. The main attraction was on the existing concert stage, where guests stepped into the jungle of Sony’s “Jumanji: Welcome to the Jungle” (release date: December 20, 2017), Marvel Studios’ “Thor: Ragnarok” (release date: November 3, 2017), Sony’s “The Emoji Movie” (release date: July 28, 2017), and Fox Studio’s “Deadpool 2” (release date: June 1, 2018). Within each set were a series of custom guest activities including actual movie props and an interactive photo booth in “Jumanji”, a Whiskey tasting bar and pool table in “Deadpool”, and arm wrestling table in “Thor: Ragnarok” meant to depict the film’s gladiatorial contest between Thor and the Hulk.
Christie Digital, Vision Media, and Selfie With Me provided interactive video walls and photo booths throughout the event.
Empire is proud to have once again worked closely with Screenvision Media’s team to reach their advertisers with a creative concept and provide a memorable experience for the influencers in attendance. Empire was responsible for all event details including concept, venue acquisition, layout and set design, catering, staging, sound, lighting, graphics, furnishings, carpet, catering, technical production, staffing and partner/studio coordination.
Empire is a leading producer of innovative Upfronts, Newfronts, and other mission critical business-to-business events.