TNT WILL Premiere Screening and Afterparty
When TNT wanted to launch its new series, WILL, an unconventional period drama centered on a young William Shakespeare, they turned to Empire to deliver an attention-getting premiere event to reflect the unique character of the series.
The premiere took place in the center of New York City on the iconic Bryant Park lawn. Empire worked closely with the Park to secure the venue and all permissions and to present the episode on the giant 40’x20’ screen used for the Summer Film Festival.
After a set by DJ Jon Blak, themed festivities, and red carpet arrivals, the episode was introduced by EVP of TNT Original Programming, Sarah Aubrey, as well as executive producers Craig Pearce (The Great Gatsby, Moulin Rouge!, Romeo+ Juliet) and Shekhar Kapur (director and Golden Globe nominee for Elizabeth).
On a perfect summer evening, guests sat atop colorful blankets on the expansive lawn and enjoyed treats from Hester Street Fair vendors, including the aptly named “To Banh Mi or Not to Banh Mi”.
Following the episode, Vanity Fair Senior Writer Josh Duboff brought the cast onstage fora live discussion, including Laurie Davidson, who plays William Shakespeare, Olivia DeJonge (The Visit, Hiding), Colm Meaney (Star Trek: Deep Space Nine, Hell on Wheels), Mattias Inwood (The Shanara Chronicles), Jamie Campbell Bower (Sweeney Todd, The Twilight Saga) and Ewen Bremner (Trainspotting, Snowpiercer).
After the stage presentation, the cast and friends headed over to the Bryant Park Grill which had been tented and transformed into a festive Elizabethan party hall. Shelves stacked with books and skulls, tapestries, and British rustic furnishings were juxtaposed with posters that combined the aesthetics of Elizabethan England with edgy punkrock street art, setting the perfect tone for the party.
Guests enjoyed British pub food and drinks while participating in a branded photo booth, tattoo, and calligraphy activities, all to a soundtrack of the Sex Pistols, The Clash, and The Jam.
For this large-scale public event and VIP afterparty, Empire was responsible for securing the venues, handling all staging and technical production, audience logistics, and activities as well as the décor, design, and production of the afterparty.
Empire is a frequent producer of large-scale premieres and is a trusted activation partner to networks and studios in the all-important New York City market.
Guests received their first taste of technological innovation at registration, where they were welcomed by name on a reactive LED screen installation covering the full width of the entry wall. A large lunch café was created with a décor scheme that incorporated custom-built, ceiling-high steel LED frames draped with foliage to create smaller, intimate restaurant-style spaces that displayed both technology and nature.
A series of breakout sessions presented content targeted to attendees’ varied interests, while imagery displayed throughout the venue showcased real-life applications of how products designed to empower developers help to unleash the power of data and reimagine possibilities that will improve our world.
Every element of Microsoft Connect(); from registration, breakfast and keynote, to lunch and evening cocktails, were custom-designed to communicate exacting brand messaging and to deliver a high-touch guest experience to this important audience. The keynote and breakout sessions were livestreamed through an onsite studio built for this purpose and content was watched online by millions around the world.
Empire is proud to collaborate with Microsoft on this annual, top-tier business communication event.
To view excerpts of Connect(); 2017, please visit https://www.microsoft.com/connectevent
