| EVENT REPORT 06.15.04 12:00 AM |
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| In Style Brings Movies to Rock Center |
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| To celebrate its tenth anniversary, In Style invited New Yorkers to three days of live events and special consumer promotions in and around Rockefeller Center. Called "10th on 5th"—echoing 7th on Sixth, the original name of the fashion shows in Bryant Park—the events were produced as a combined effort between the magazine and Rockefeller Center co-owner Tishman Speyer Properties. In Style publisher Lynette Harrison Brubaker said Rockefeller Center was chosen as the site for this multifaceted program because it "is at the center of America's greatest shopping street." |
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PHOTO GALLERY |
 | | In Style staged outdoor movie screenings with rows of chairs and vintage convertibles as part of its 10th anniversary event at Rockefeller Center. |
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 | | The magazine staged three days of live events in and around Rockefeller Center, including a fashion show and shopping promotions. |
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 | | In Style gave consumers shopping guides and free gifts from its event headquarters at Rockefeller Plaza. |
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 | | The film series included three new independent films. |
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For three consecutive nights, evening entertainment at Rockefeller Plaza came in the form of outdoor film screenings. Inspired by the era of drive-in movies, the setup included vintage convertibles flanking rows of seats facing a giant 27- by 48-foot screen. To add authenticity to the occasion, Starlight Screeningsand Star Cinema Systems projected the films from a 50's-style mobile home. Film sponsor IFP/New York selected three independent films for the magazine to preview before their release.
During the day, the magazine staged a live fashion show with beauty and fashion tips from In Style editors. And the magazine, always in the habit of giving away free gifts emblazoned with its logo, collaborated with nearly 60 retail brands for a shopping promotion. Shoppers could stop at In Style's anniversary headquarters in Rockefeller Plaza to collect booklets with discounts and a map of participating stores. After getting their books stamped at the retail outlets, shoppers could redeem the stamps for free gifts back at the headquarters. Among the offerings: Redken handed out hair care and styling product samples and offered consultations with stylists.
Some attendees had already been clued-in on the event through an ad in the June issue of the magazine, but many were just happy passersby. The curious crowds who wandered into the Plaza at Rockefeller Center couldn't miss the specially constructed stage with its big white In Style banner flapping in the wind.
—Anna Sekula
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