The Hollywood Reporter prides itself on its long tradition of recognizing an important segment of the entertainment industry that rarely hears applause. Movie advertisers, unsung as they are, "are the people who get you to go to the movies," as Jeanne Pedersen, The Reporter's special events coordinator, put it. That's no small thing to a film industry trade publication like The Reporter, so 35 years ago the daily's late publisher and editor, Tichi Wilkerson Kassel, began tipping her company's hat to the creators of film trailers and posters with its Key Art awards ceremony."The Key Art awards is considered the Academy awards of the movie marketing and advertising community," said Bobbi Frank, special events producer for The Reporter. "No other show of this type goes to this great expense and effort to recognize and honor these very creative people."
Carving out this patch of turf also gives The Reporter a unique branding opportunity, and the magazine goes all out to maximize its own recognition and that of its event sponsors with an elaborate post-party for 1,350 industry professionals. This year, the party followed a two-and-a-half-hour awards ceremony hosted by Kevin Nealon at Hollywood's Kodak Theatre. Guests had already begun their all-important schmoozing during the preawards cocktail hour in the Kodak's lobby, and they continued networking in earnest at the bash in the grand ballroom of the Hollywood & Highland complex, which also houses the Kodak.
Borrowing from the red-and-black palette of The Hollywood Reporter's logo, planners splashed red wherever they could: They draped a large red curtain from ceiling to floor at both ends of the ballroom and used red tablecloths and red-flecked star lilies and Gerbera daisies in arrangements on tables and buffets. They even popped red lightbulbs in the table lamps illuminating the living-room-style seating around the room and cast light tinged with red gels on the orange curtains along the perimeter of the ballroom. Branding for The Reporter and cosponsors, which included The Los Angeles Times and its parent, the Tribune Company, also took the form of light logos projected on each side of the ballroom, as well as printing inside oversize boxes set on huge ottomans in the center of the room. As guests left, they took home chocolates shaped like the triangular Key Art statues, meticulously created by Candy Art USA.
The planners' biggest challenge was to warm up a cavernous space half the size of a football field. Frank did it by lowering three large chandeliers in the center of the room to eight feet off the ground, using soft lighting and creating intimate lounge areas with oversize couches and ottomans. The huge crowd was able to disperse among 17 bars and 20 buffet stations, which were mercifully free of long lines. As guests grazed, they could examine the nominated work displayed around the room.
—Irene Lacher
Posted 07.07.06
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Carving out this patch of turf also gives The Reporter a unique branding opportunity, and the magazine goes all out to maximize its own recognition and that of its event sponsors with an elaborate post-party for 1,350 industry professionals. This year, the party followed a two-and-a-half-hour awards ceremony hosted by Kevin Nealon at Hollywood's Kodak Theatre. Guests had already begun their all-important schmoozing during the preawards cocktail hour in the Kodak's lobby, and they continued networking in earnest at the bash in the grand ballroom of the Hollywood & Highland complex, which also houses the Kodak.
Borrowing from the red-and-black palette of The Hollywood Reporter's logo, planners splashed red wherever they could: They draped a large red curtain from ceiling to floor at both ends of the ballroom and used red tablecloths and red-flecked star lilies and Gerbera daisies in arrangements on tables and buffets. They even popped red lightbulbs in the table lamps illuminating the living-room-style seating around the room and cast light tinged with red gels on the orange curtains along the perimeter of the ballroom. Branding for The Reporter and cosponsors, which included The Los Angeles Times and its parent, the Tribune Company, also took the form of light logos projected on each side of the ballroom, as well as printing inside oversize boxes set on huge ottomans in the center of the room. As guests left, they took home chocolates shaped like the triangular Key Art statues, meticulously created by Candy Art USA.
The planners' biggest challenge was to warm up a cavernous space half the size of a football field. Frank did it by lowering three large chandeliers in the center of the room to eight feet off the ground, using soft lighting and creating intimate lounge areas with oversize couches and ottomans. The huge crowd was able to disperse among 17 bars and 20 buffet stations, which were mercifully free of long lines. As guests grazed, they could examine the nominated work displayed around the room.
—Irene Lacher
Posted 07.07.06
Related Stories
Nealon to Host Key Art Awards
Oscar Governors Ball Has Opulent Look
The Hollywood Reporter's Key Art awards affair for 1,350 industry professionals took over the Kodak Theatre and the grand ballroom at the Hollywood & Highland complex.
Posters displayed the nominated work around the space.
Posters displayed the nominated work around the space.
Candy Art USA created chocolates in the shape of mini Key Art awards.
