At the world premiere of Lionsgate’s Employee of the Month at Grauman’s Chinese Theater, guests watched Jessica Simpson and Dane Cook cavort amid cardboard boxes (the movie concerns a box boy in a big box store) and references to Dunkin’ Donuts. Then, they exited the theater and walked across the street to the Hollywood Roosevelt Hotel, where the film’s stars posed in front of many more boxes, and guests found even more Dunkin’ Donuts.“More frequently, strategic partnerships and sponsorships are beginning to shape and define film premieres,” said Chris Benarroch of Benarroch Productions, who was brought on board to produce the event and work with sponsors by Lionsgate co-presidents of theatrical marketing Sarah Greenberg and Tim Palen. “A corporate sponsor helps to shoulder the hard costs of the event in exchange for maximum press exposure. It’s a win-win situation.”
The red carpet in front of the theater looked like it might have been a set from the movie: A giant scaffolding brimmed with boxes stamped with “Employee of the Month” and sponsors’ names. Benarroch hired Craig Waldman of 15/40 Productions to create the superstore setup that provided the backdrop for photographers and crews. “It offered everyone maximum coverage,” Benarroch said. “It set the tone and really branded the event.”
At the party, sponsors PartyPoker.net, Dunkin’ Donuts, and Patron contributed elements that dictated the look. Dunkin’ Donuts provided a station where guests poured their own coffee in take-home plastic commuter mugs. And PartyPoker set up table games—and gobos on the wall bore its name.
—Alesandra Dubin
Posted 09.28.06
Photos: Line 8 Photography
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The red carpet in front of the theater looked like it might have been a set from the movie: A giant scaffolding brimmed with boxes stamped with “Employee of the Month” and sponsors’ names. Benarroch hired Craig Waldman of 15/40 Productions to create the superstore setup that provided the backdrop for photographers and crews. “It offered everyone maximum coverage,” Benarroch said. “It set the tone and really branded the event.”
At the party, sponsors PartyPoker.net, Dunkin’ Donuts, and Patron contributed elements that dictated the look. Dunkin’ Donuts provided a station where guests poured their own coffee in take-home plastic commuter mugs. And PartyPoker set up table games—and gobos on the wall bore its name.
—Alesandra Dubin
Posted 09.28.06
Photos: Line 8 Photography
Related Stories
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Snow Falls on Hollywood for Fox Premiere