Paramount stunned the TV trade late final yr when it introduced it’d skip its decades-long upfront week occasion at Carnegie Corridor.
Instead of the occasion, advert gross sales chief John Halley stated the corporate would host a collection of “high-impact, intimate gatherings” in April for its main company companions and purchasers.
Now, Paramount’s upfront dinners are lastly upon us, and the corporate gave Adweek an unique look inside.
For the occasions, that are happening over two weeks on the finish of April, the corporate reworked Chelsea Manufacturing facility in New York to showcase its “Widespread is Paramount” model positioning.
Launched in March, the “Widespread is Paramount” commerce marketing campaign focuses on the corporate’s capability to create fashionable content material throughout its portfolio of manufacturers and multiplatform belongings.
Upon arrival, the corporate famous that visitors would see the constructing’s façade capturing Paramount’s branding earlier than getting into an immersive exhibit house that includes iconic awards, props and costumes from throughout the corporate’s portfolio. Video screens may even showcase the memorabilia in motion.
Among the many artifacts, visitors can see The Value is Proper Wheel, BET Awards, Nickelodeon Youngsters’ Alternative Awards (KCAs), GRAMMY Awards and Tony Awards. And the corporate even has the NFL’s Lombardi Trophy on show, as CBS will broadcast the Tremendous Bowl in 2024.
Attendees can even see Kevin Costner’s saddle and lasso from Yellowstone and Tom Cruise’s helmet and bomber jacket from High Gun: Maverick.
In a single show, the corporate showcases costumes that includes Star Trek by way of the years, with the characters Jean-Luc Picard, Christopher Pike and Michael Burnham all represented.
