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Paramount surprised the TV industry late last year when it announced it’d skip its decades-long upfront week event at Carnegie Hall.
In place of the event, ad sales chief John Halley said the company would host a series of “high-impact, intimate gatherings” in April for its major agency partners and clients.
Now, Paramount’s upfront dinners are finally upon us, and the company gave Adweek an exclusive look inside.
For the events, which are taking place over two weeks at the end of April, the company transformed Chelsea Factory in New York to showcase its “Popular is Paramount” brand positioning.
Launched in March, the “Popular is Paramount” trade campaign focuses on the company’s ability to create popular content across its portfolio of brands and multiplatform assets.
Upon arrival, the company noted that guests would see the building’s façade capturing Paramount’s branding before entering an immersive exhibit space featuring iconic awards, props and costumes from across the company’s portfolio. Video screens will also showcase the memorabilia in action.
Among the artifacts, guests can see The Price is Right Wheel, BET Awards, Nickelodeon Kids’ Choice Awards (KCAs), GRAMMY Awards and Tony Awards. And the company even has the NFL’s Lombardi Trophy on display, as CBS will broadcast the Super Bowl in 2024.
Attendees can also see Kevin Costner’s saddle and lasso from Yellowstone and Tom Cruise’s helmet and bomber jacket from Top Gun: Maverick.
In one display, the company showcases costumes featuring Star Trek through the years, with the characters Jean-Luc Picard, Christopher Pike and Michael Burnham all represented.
