| EVENT REPORT 06.14.07 10:02 AM |
PRINT | SEND TO A FRIEND |
|
| Entertaining Upfront |
| Resorting to a formula that has worked for the network in the past, ABC captivated ad buyers with a live musical performance at its international television upfront presentation. |
|
In what has become an upfront tradition for ABC, this year’s
presentation marked the third time the network tapped into on-air talent to entertain guests with live song-and-dance numbers. Like the New York upfront that came a few days before it, the May 20 presentation in L.A. took its cue from the 2005 upfront, which
featured the Desperate Housewives
gals dancing alongside series creator Mark Cherry as he sang “Beautiful Girls,”
and last year’s follow-up, which had William Shatner crooning his take on the
song as “Beautiful Boys.”
This year’s routine had Ugly Betty cast members belting
their own version of A Chorus Line’s
“One” in front of 1,500 guests, many them international program buyers
and television executives. (The
West Coast event targets the international market, while the East Coast one was
geared toward the domestic media buyers and journalists.) A stream of tuxedoed dancers—as well as a chorus
line of bespectacled performers dressed in Guadalajara ponchos like the one
Betty wore in the pilot—were also onstage as the cast sang modified
lyrics that told of Betty’s unkempt eyebrows and fashion faux pas. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | ABC kicked off its upfront presentation with a song-and-dance performance by Ugly Betty cast members, including Betty herself, America Ferrera.
Photo: Dan Scott/American Image Gallery |
|
|
 | The viewing tent featured five giant video screens to provide audience members clear views of numerous filmed pieces.
Photo: Dan Scott/American Image Gallery |
|
|
 | Following the presentation, the viewing tent was converted into a lounge area with orange carpeting and custom paisleylike light patterns on the ceiling.
Photo: Dan Scott/American Image Gallery |
|
|
 | The outdoor lounge—like the converted viewing tent—featured white
furniture.
Photo: Dan Scott/American Image Gallery |
|
|
|
|
|
|
Russell Harris Event Group, which was hired by the network’s
executive director of marketing, Evelyn Geraci, erected the 100- by 150-foot
European clear-span presentation viewing tent on the Walt Disney Studios lot,
taking care to design three-tier seating so that every audience member had a
clear sight line of the stage. The event production company also took on the
post-presentation outdoor celebration on 10,000 square feet of
the lot, with six ABC television-show-themed buffets, including a Lost station decorated with bamboo and
a Grey’s Anatomy one with a sterile all-white color palette appropriate for the hospital drama. The series’ stars manned their
corresponding buffet areas, mingling with guests who posed for photos with them
throughout the night.
While attendees dined outdoors, the viewing tent was
converted into a nightclublike lounge area in less than an hour. Folding
chairs were swapped for white ottomans, cocktail tables, and serpentine
couches, and teams brought in a dance floor and a 16-foot circular bar. Stage
lighting, sound, and decor had to be quickly reworked for a closing performance
by the Go-Go’s.
—Rosalba Curiel
RELATED TOPICS
ABC, Upfront Week
MORE EVENT REPORT STORIES
BET Hosts Opulent, Crimson-Toned Awards Pre-Party for 350 at Drago Centro
Glittery Tank Takes Brüno's Star to Arrivals—Obscuring Michael Jackson's Hollywood Boulevard Star
Cisco Caps Three-Day Partner Summit With Executives-Only Rock 'n Roll Gala
Huge Transformers Premiere Brings Linkin Park and Movie Machinery
At Universal's Public Enemies Chicago Screening, Producers Prepare for Rain—and Bowlers
MORE STORIES ABOUT ABC
Warhol-Style Portraits, Serpentine Modern Lounge Highlight Jam-Packed Correspondents' Dinner Pre-Parties
Hosts Gear Up for White House Correspondents Weekend Parties
Upfront Update: Who's Doing What During the TV Networks' Big Sales Week
MORE STORIES ABOUT UPFRONT WEEK
In-Person Deals Keep Upfronts Afloat in Uncertain TV Industry
Mediaweek Prepares Readers for 2009 Upfronts With Daylong Conference
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Madame Tussauds Hollywood
Party with the stars! Next door to Grauman’s Chinese Theatre, with its iconic hand and footprints, Madame Tussauds Hollywood offers a truly inspired alternative for your next event. More >>
EMAIL THIS RESOURCE |
|
MegaVision Arts
Megavision Arts is a design firm that specializes in scenic projection and site-specific video installations. Known for their innovative ways of displaying imagery (including projection directly onto walls, tents, curved surfaces, and inflatables), the design team collaborates with you to develop the content and incorporate a unique display technique specific to your needs. More >>
EMAIL THIS RESOURCE |
|
Russell Harris Event Group
With over 20 years' experience, Los Angeles-based Russell Harris Event Group has been responsible for a broad scope of corporate, sporting, and entertainment industry events. With guest lists ranging from 500 to 50,000 attendees, it has built a reputation of excellence by maintaining an organized yet entertaining environment while bringing personal style and integrity to each event. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
