| EVENT REPORT 06.24.09 11:43 AM |
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Huge Transformers Premiere Brings Linkin Park and Movie Machinery
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Paramount's new picture Transformers: Revenge of the Fallen is 147 minutes of intense, nonstop visual and aural stimulation. So naturally, the studio's event team would arrange a premiere along those same lines. The event on Monday night was part of the Los Angeles Film Festival.
"We wanted to capture what [director] Michael Bay captures in his films: visually appealing, stunty, and impressive," said director of special events Elizabeth Tramontozzi, who worked with manager Amy Baker, coordinator Samantha Kolker, and assistant Jacob Marez. "We wanted to take those elements and have them be what the premiere felt like."
For simultaneous screenings at Mann's Village and Bruin theaters in Westwood, the arrivals took over Broxton Avenue with a spectacle that drew fans, U.C.L.A. students, and passersby to crowd all surrounding sidewalks. Tramontozzi tapped 15/40 Productions to design a 200-foot-long machinery-inspired arrivals area in a double-sided horseshoe design to accommodate a throng of press. A pair of the robot-vehicles from the movie flanked a double-sided 125-foot-long metal step-and-repeat wall. Fans were penned on both sides of the carpet, and occupied bleachers at the top.
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RELATED TOPICS
Paramount, Transformers, Linkin Park, LG, Peet's, Heineken, Monster Energy Drink |
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| COAST TO COAST 11.26.08 11:22 AM |
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Dos Equis Translates Popular Ad Campaign Into Traveling Sideshow
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 | "The Most Interesting Show in the World"
Photo: David Ditzler |
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FROM NEW YORK
For most brands, mobile marketing efforts don’t typically involve circus-like attractions, but beer promotions leave generous room for whimsy, so that’s exactly what Dos Equis did earlier this fall when it kicked off “The Most Interesting Show in the World” tour. A night of comedy, dance, feats of strength, and illusions, the show re-imagined vaudeville for capacity crowds in 14 markets. The effort kicked off in San Diego in October and concludes in Philadelphia next month.
The Heineken USA-owned beer turned to experiential marketing agency Mirrorball to translate its “The Most Interesting Man in the World” campaign—a series of ads about an individual dispensing sage advice to curious beer-drinkers—from a character to an event. Mirrorball developed the idea of creating a showcase for the types of performers this man had come across in his imaginary travels and enlisted New York-based Randy Weiner, creator of "The Donkey Show" and managing partner at New York City performance venue The Box, to write and produce the show.
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Dos Equis, Heineken |
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| NEWS 11.12.08 12:08 PM |
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Corporate Holiday Party Forecast: Less Bleak in Los Angeles?
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With the grim news about the overall state of the global economy has come—expectedly—grim news about corporate holiday parties, which many companies have scaled back or cut altogether this year. For instance, in New York, home to many financial institutions and publishing houses, parties fall almost daily. In Los Angeles, although some parties have indeed been axed, the news so far might not be as bad as the national average, despite an economically destructive writers strike that stretched into the calendar year. In town, the overall strategy seems more to be about cutting back than cutting out the annual employee celebration.
Although Paramount canceled its holiday celebration in favor of a tree-lighting ceremony and time off for employees, another major Hollywood studio will go forward with a party for about 3,500, although it's scaling back some decor and rentals. Nutrition product seller Herbalife will host a party produced by Sterling Engagements at Union Station on December 6 for 800 to 900, and has eliminated some of the details like customized casino chips. Heineken's budget for its bash with NMA Entertainment & Marketing at Apple on the same date has not changed from last year.
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Corporate Holiday Parties, Budgets, Herbalife, Heineken |
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| EVENT REPORT 04.28.08 4:02 PM |
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New Slate of Coachella Party Hosts Increases Nighttime Offerings
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 | Anthem magazine's Coachella pool party
Photo: BizBash |
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FROM INDIO, CALIF. Since the Coachella Valley Music and Arts Festival, which wrapped yesterday after a three-day run at the Empire Polo Field in Indio, dependably reinvents itself every year, it's perhaps not a surprise that the brands that host piggybacking parties in the desert also change and evolve.
DKNY Jeans, which set up a multiday pool party at a luxury home last year, sat out this year's go round, as did Hugo Boss. "It's just hard to find the right house very close to the fields," said Hugo Boss Fashions' New York-based vice president of marketing and PR, Katja Douedari, who oversaw Boss's event series in 2007. "Loved the Mod Resort last year, but it's a long drive. And if you can't do it right, then better not do it all." (Nevertheless, Douedari made the trip out to the desert for some non-work-related fun.)
So what brands did have the strongest presence in 2008?
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Coachella, GQ, Anthem Magazine, Gap, Etnies, T-Mobile, Sidekick, Condé Nast, Heineken, Newcastle, Belvedere Vodka, The Fader, Boost Mobile, Le Sportsac, Levi's, Wet n Wild, Adidas, Jeremy Scott |
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| NEWS 12.10.07 5:27 PM |
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Heineken Premieres Student Videos at Paley Center
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 | USC students used Heineken grants for music videos, which premiered at the Paley Center along with live concerts.
Photo: Michael Bezjian |
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Beer and college students have always had a special connection, but at an event at the Paley Center on Thursday, the bond between the two appeared perhaps more productive than usual. It was the premiere for two new music videos, made by grad students at USC's School of Cinematic Arts with grants from Heineken. The beer brand gave two teams of students the chance to direct and edit the pieces with guidance from the bands Rocco DeLuca & the Burden and Low Stars. Both bands also performed at the event. An after-party followed the screenings, with Corso Communications handling production and Strategic Group handling celebrity outreach and some PR. —Alesandra Dubin
RELATED TOPICS
Heineken, U.S.C. |
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