Screenvision Media’s 2016 Upfront: Impact Like No Other

Screenvision Media is the premier provider of in-cinema advertising in movie theatres nationwide. For this year’s Screenvision Media Upfront the company chose the theme, “Impact Like No Other,” to represent its ability to deliver impact before, during and after the movie to advertisers. The upfront would seek to demonstrate how Screenvision connects the in-theater experience and brands to every part of the moviegoer’s journey, driven by data and technology, interactivity and integration.

To bring the "Impact Like No Other" theme to life, Empire developed designs and worked closely with Screenvision Media to transform Skylight Moynihan Station into a fully immersive theater and “after party” experience for its high-level attendees.

The evening began with guests entering through a movie theater “lobby,” complete with movie trailers and animated content on screens supplied by Christie Digital and Cinema Scene. Guests moved into a full size re-creation of a movie theater, complete with a concession stand, for a presentation given on the best advertiser medium available: a massive, 40’ screen. After compelling remarks by Screenvision Media executives including CEO John Partilla, EVP of National Sales, Katy Loria, CMO John McCauley and SVP of Sales Christine Martino, Loria closed by inviting guests to a “Party Like No Other.” At that exact moment, drapes were lifted to reveal four Star Wars Stormtroopers who emerged and led guests into the after party space. As guests streamed through the portals, they entered in to a Hollywood-style after-party, complete with a screening room, crystal chandeliers, a 16’ square bar, innovative catering by Pinch Fopod Design, and interactive movie sets inspired by some of 2017’s most anticipated feature films including Warner Bros. Pictures’ and Legendary Pictures’ “Kong: Skull Island” (release date: March 10, 2017), Warner Bros. Pictures’ “LEGO® Batman Movie” (release date: February 10, 2017), and Marvel's “Guardians of the Galaxy Vol. 2” (release date: May 5, 2017). Within each set were a series of custom guest activities including a photo booth based on a giant recreation of a crashed helicopter for “Kong: Skull Island” and a Record-your-own-voice-over booth for “LEGO® Batman.”

A showcase of the upcoming movie slate was produced by Screenvision Media programming partner, Bitesize TV. Timeplay created a customized interactive game experience in the “screening area”, 40 Foot Solutions produced other on-screen elements for the show, and Christie Digital and Cinema Scene provided interactive video walls throughout the entire event space. In addition, SITO Mobile, Shazam and Mobiquity Networks provided state-of-the-art location services utilizing a combination of beacons, geo-fencing and data capabilities throughout the event to demonstrate the power of data and audience targeting in real time.

Working closely with Screenvision Media’s marketing and creative team, Empire conceived of this experiential and immersive way to tell their story to their advertising customers and to provide a memorable experience for the influencers in attendance. Empire was responsible for all event details including concept ideation, venue acquisition, layout and set design, catering, staging, sound, lighting, graphics, furnishings, carpet, catering, technical production, staffing and coordination with movie studios.

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