The 2017 Screenvision Media Upfront
Screenvision Media is a premier cinema, video, and media organization thatcurates powerful and uncluttered storytelling for brands, exhibitors, andaudiences at movie theatres nationwide. For this year’s Screenvision Media Upfrontthe company chose the theme “The Most Memorable Impression” to represent theirability to deliver impact before, during and after the in-theatre experience.The Upfront demonstrated how Screenvision Media connects brands to every partof the moviegoer’s journey, driven by data and technology, interactivity andintegration.
To bring the “Most Memorable Impression"theme to life, Empire developed a design and concept, working closely withScreenvision Media, to transform New York City’s PlayStation Theater into afully immersive theater and after party experience for its high-levelattendees.
As guests checked in to the event, they wereencouraged to download an app that functioned as both a digital passport and toolto unlock special AR content throughout the evening. Guests then moved into thetheater space where top Screenvision Media executives,including CEO John Partilla, unveiled its “10 Pack”offering, a package giving advertisers access to blockbuster films along withan advanced targeting tool, Cintel. Through Cintel, brands will have theability to target advertising based on behavioral and psychographic data, inaddition to movie genre and demographics. Highlights from the industry werealso showcased, including the upcoming 2017/18 movie slate and record-breaking box office figures.
After a reveal to the after party, guestswere welcomed to a large, inviting space featuring a 24’ bar, innovativecatering stations by Creative Edge, and interactive movie sets inspired by someof the most anticipated feature films. The main attraction was on theexisting 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” (releasedate: 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 actualmovie props and an interactive photo booth in “Jumanji”, a Whiskey tasting barand pool table in “Deadpool”, and arm wrestling table in “Thor: Ragnarok” meantto depict the film’s gladiatorial contest between Thor and the Hulk.
Christie Digital, Vision Media, and SelfieWith Me provided interactive video walls and photo booths throughout the event.
Empire is proud to have once again workedclosely with Screenvision Media’s team to reach their advertisers with acreative concept and provide a memorable experience for the influencers inattendance. 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/studiocoordination.
Empire is a leading producer of innovativeUpfronts, Newfronts, and other mission critical business-to-business events.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
