Screenvision Media Upfront: Inside Cinema

May 2019. New York, The Ziegfeld Ballroom

For the fifth consecutive year, Screenvision Media called on Empire to produce their Upfront to demonstrate the power, emotional impact and multifaceted reach of cinema advertising to their audience of media buyers and planners.

Screenvision Media asked Empire to strategically conceptualize and design an elegant event that would show media buyers why cinema advertising plays a critical role in any advertising campaign.

Traditionally held the week prior to network upfronts, the decision was made to present this event during the week of network upfronts to draw the most prestigious clientele. The chosen venue was the storied motion picture theater now known as the Ziegfeld Ballroom and the theme would be Inside Cinema.

Guests arrived at the Ziegfeld and were welcomed to the space with a striking champagne tower. Guests were served movie theatre popcorn as they took their seats in a theater over which hung custom-made oversize crystal & LED chandeliers in the art deco design of the movie house.

The stage presentation was led by Screenvision Media CEO John Partilla, CRO Katy Loria, and EVP Christine Martino. To help drive their key messaging, renowned cinema stars Hilary Swank and Vince Vaughn joined them on stage to discuss the impact cinema has on moviegoers.

In addition to announcing their 2020 10-pack offering, Screenvision Media also unveiled their newest initiative, a partnership with the Geena Davis Institute on Gender in Media, where they will work alongside studios in the earliest scripting stages to promote gender equality in movie roles. As part of this initiative, Screenvision introduced a new content segment in their Front + Center preshow where Geena Davis will introduce a special look at upcoming films that receive a ‘GD-IQ Check’.

To conclude the presentation, Idina Menzel, star of Frozen and Frozen 2, performed her hits “Defying Gravity,” and “No Day But Today.” During her finale performance of “Let It Go” from Frozen, Menzel invited several guests to join her on stage.

The evening continued with cocktail reception / after party where guests created their own cinema-inspired gifs with two custom created photo booths.

Empire was responsible for event details including concept ideation, venue acquisition, layout and scenic design, catering, production, scripting, screen graphics, décor, staffing and talent booking.

Empire is proud to work with Screenvision Media to reach advertisers with a high-impact, experiential upfront.

Empire is a leading producer of innovative Upfronts, Newfronts, and other mission critical business-to-business events.

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