20th Century Fox Launch 'The Simpsons Movie' DVD Release

December 2007. New York City, Bryant Park Skating Rink, Times Square and the Empire State Building

In December 2007, Empire had the opportunity to serve longtime client Twentieth Century Fox Home Entertainment in connection with The Simpsons Movie DVD release. To secure the major media coverage necessary to reach the ubiquitous "The Simpsons" audience, it was decided that New York City would be the best place for the launch due to the concentration of national media outlets.

Working together for months, Empire Entertainment and Twentieth Century Fox created a series of media events under the umbrella theme of "Homer For The Holidays." Empire Entertainment organized and produced three massive and simultaneous events on a single day in December at three key locations in the city: The Bryant Park Skating Rink, Times Square, and the Empire State Building. The morning of December 18, New Yorkers awoke to the overnight transformation of The Pond at Bryant Park into a "Simponsized" wonderland. Free all-day (and night) ice skating was provided, as was free Ned Flanders hot chocolate and "Sprinkalicious" pink donuts. Ben & Jerry's even showed up to hand out free cups of their custom ice cream creation The Simpsons Movie "Duff & D'oh!Nuts."

For entertainment, The Pond's ice rink (made yellow for the day in honor of Homer's complexion) hosted hourly performances of "The Simpsons On Ice." The professionally-choreographed routine incorporated a "Spider Pig" solo which delighted audiences and media alike as "The Accidentals," a premiere New-York based a cappella group, sang live vocals in yellow "The Simpsons" choir robes. Bryant Park was decorated with large "The Simpsons" banners and dasher boards and The Simpsons Movie logo and a bright pink holiday tree were featured in the center of the ice rink. 500 donut ornaments adorned the 50-foot-holiday tree at Bryant Park and Spider Pig even showed up to ride the zamboni during scheduled cleanings of the rink's ice.

Meanwhile, in Times Square, the sea of tourists and locals in dark winter coats, were brightened with yellow "The Simpsons" Santa hats. Empire organized a street-marketing team to line the sidewalks of Times Square, handing out colorful "The Simpsons" caps to fans, families and anyone who needed a warm hat in the holiday chill. Street team members were also easy to spot with signature The Simpsons Movie mega-donut balloons sailing above their heads.

Then "The Simpsons" final stamp on NYC was revealed. Instead of glowing white, the Empire State Building lit up in a brilliant yellow to join in the celebration with an unprecedented, commercially-tied lighting of the iconic landmark. The Empire State Building also hosted a lighting ceremony and press conference in its lobby, where Homer flipped the switch to turn on the lights. As a finale to the day's activities, a party for FOX VIPs and The Simpsons Movie cast & crew was held on the 71st floor of the Empire State Building.

Empire was proud to work for Twentieth Century Fox on this major event marketing initiative. Each component of the event was an unparalleled success and the impact of "Homer For The Holidays" was felt by New Yorkers and Americans across the country.