HBO Event Director Angela Lomascolo

Angela Lomascolo started working at HBO 21 years ago as a manager in the public relations department. Today she is the cable giant's director of media relations for special events, and she oversees more than 20 screenings and premiere parties each year for HBO's films and high-profile shows like Sex and the City and The Sopranos.

BiZBash: How do you try to reflect the different styles of the shows in your events?

Lomascolo: Well, sometimes our parties are very themed, such as the parties we've had for Sex and the City, because it's so out there. Now I'm working on The Sopranos, which will be an elegant, wonderful party. I will not do anything kitschy. I try to pick a venue that suits each party, each show, whether it's a movie or a series. And I work with Carter Field, who is wonderful.

For Hysterical Blindness, a movie about two single girls going clubbing and looking for the love of their life, we wanted a downtown feel, so I chose the club Eugene on 24th Street. This club is so tasteful and elegant—it needs very little. Everything is from Europe: the rugs, the fixtures on the wall. It's just so beautiful. Sopranos, on the other hand, is just so big. There is no one area or club or restaurant that can contain it. So we are taking over Radio City.

For Sex and the City, does the show's reputation as a trendsetter put special expectations on its premiere parties?

Each year it's been more wonderful than the previous party. We tend to be more elaborate with that show because that's what that show is all about: glitz and shoes and clothing and outrageousness—but again, doing it very tastefully. One of the displays we had last year as guests entered was a box of shoes and boxes from Manolo Blahnik. And we had these wonderful canopy beds, covered with tapestry-patterned fabrics and pillows of various shapes and sizes and topped with canopies of tie-dyed fabric. I work so well with Carter. We shoot ideas back and forth, and I'm hands-on with every.phpect of the party.

What are guests expecting at one of your events?

They just know now when we do a party it's fabulous, and everyone wants to come. They expect a lovely, spacious party. Great food. And visually something lovely to look at.

How do you meet those expectations?

It's very rare that I ever use the same venue for another party. And I just make it different each time.

Is the definition of a successful event changing at all?

The measure has always been the same yardstick: press coverage. If we have talent coming to the premiere party, the publicists try to get them on Today, The View, all those outlets. So it's print and electronic media, word of mouth and awareness. That's what it's all about: making the consumer aware of our programming.

Originally Posted 09.03.02