TNT WILL Premiere Screening & After Party
When TNT wanted to launch its new series, WILL, an unconventional period drama centeredon a young William Shakespeare, they turned to Empire to deliver anattention-getting premiere event to reflect the unique character ofthe series.
Thepremiere took place in the center of New York City on the iconic Bryant Parklawn. Empire worked closely with the Park to secure the venue and allpermissions and to present the episode on the giant 40’x20’ screen used for theSummer Film Festival.
After a set by DJ Jon Blak, themed festivities and redcarpet arrivals, the episode was introduced by EVP of TNT Original Programming,Sarah Aubrey, as well as executive producers Craig Pearce (TheGreat Gatsby, Moulin Rouge!, Romeo+ Juliet) and ShekharKapur (director& Golden Globe nominee forElizabeth).
On a perfect summer evening, guests sat atop colorful blanketson the expansive lawn and enjoyed treats from Hester Street Fair vendors,including the aptly named “To Banh Mi or Not to Banh Mi”.
Following the episode, Vanity Fair Senior Writer Josh Duboff brought the cast onstage fora live discussion, including Laurie Davidson, who plays William Shakespeare, Olivia DeJonge (The Visit, Hiding), Colm Meaney (Star Trek: Deep Space Nine, Hell on Wheels), Mattias Inwood (The Shanara Chronicles), Jamie Campbell Bower (Sweeney Todd, The Twilight Saga)and Ewen Bremner (Trainspotting, Snowpiercer).
After the stage presentation,the cast and friends headed over to the Bryant Park Grill which had been tentedand transformed into a festive Elizabethan party hall. Shelves stacked withbooks and skulls, tapestries and British rustic furnishings were juxtaposedwith posters that combined the aesthetics of Elizabethan England with edgy punkrock street art, setting the perfect tone for the party.
Guests enjoyed British pubfood and drinks while participating in a branded photo booth, tattoo andcalligraphy activities, all to a soundtrack of the Sex Pistols, The Clash and TheJam.
For this large-scale publicevent and VIP after party, Empire was responsible for securing the venues,handling all staging and technical production, audience logistics andactivities as well as the décor, design and production of the after party.
Empire is a frequentproducer of large-scale premieres and is a trusted activation partner to networksand studios in the all-important New York City market.
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
