Upfront News and Views: Stars Were Shining at Screenvision Media

Venueamp160 The Ziegfeld Ballroom on W 54th St previously the Ziegfeld Theater one of the last great classic movie palaces in New York or anywhereamp160 What an impressiveamp160renovation from top to bottomamp160 Dressed up in sparkling striking black and grey the walls and carpeting at the entrance are lush and the employees at the door warmly welcomed everyoneamp160 A champagne glass pyramid was set up inside the ballroom itself and you could smell the champagne from outside the roomamp160 A gigantic Academy Award statue was displayed on the right side for photoselfie ops and popcorn was served as people went to their seats or blue couches located in the front and back rowsamp160 A grand piano was set up center stage for use near the end of the presentationamp160 Overall and we don39t use the word often a magnificent spacePresentationamp160 In previous years Screenvision management would engage attendees with trailers from upcoming movies or quick parodies on different movie genresamp160 This goround Screenvision Chief Executive Officeramp160John Partilla when not waxing about the benefits of cinema advertising demonstrated his inner passion for hosting a talk show via interviews with twotime Oscarwinning actressamp160Hilary Swankamp160and actoramp160Vince Vaughn amp160Both segments encouraged the stars to reflect on their experiences watching movies on the big screen with all the amenitiesamp160 quotMovie theaters are indeed today39s cathedrals of storytellingquot Partilla saidamp160 quotThere39s no better platform than cinemaquotamp160 Chief Revenue Officeramp160Katie Loriaamp160joined by Executive Vice President National Ad Salesamp160Christine Martino pictured below right with Loria maintained that in the face of declining TV ratings and growing allegiance to Netflix and similar commercialfree programmers prefilm commercials are a solid way to reach today39s decision makersamp160 quotEvery year you are paying more on TV and getting lessquot Martino warnedNews amp160Front Center Screenvision39s prefilm mix of ads behindthescenes segments and coming attraction trailers will launch a new recurring feature in partnership with the Geena Davis Institute on Gender in Mediaamp160 Davis herself will spotlight movies certified with a GDIQ tag by way ofamp160furthering gender diversityamp160 Another new segment involving the Association of National Advertisers39 ongoing quotSee Herquot campaign will call attention to films featuring empowered womenHost amp160Partilla had a fun time interviewing Swank and Vaughn so much so that Screenvision should seriously consider a quotconversation with the starsquot platform for him inside Front Centeramp160 Loria and Martino continue to shine together with their segmentsamp160 Any chance they can get their own intheater spot maybe as cohosts of a short subject anthology or audience participation segmentsamp160 Just wonderingStar Time amp160You could tell Swank and Vaughn had a great time being interviewed in a friendly settingamp160 For the finale actresssinger Idina Menzel pictured at top delivered a threesong set accompanied by solo piano that gets a nomination for best 2019 UpfrontNewFront musical turnamp160 She hit a home run singing the two defining tunes of her career to date quotDefying Gravityquot from Wicked and of course quotLet it Goquot from Frozen with a few audience members joining her on stage to sing the latter39s chorusamp160 FYIamp160 Menzel will perform two new songs in the upcoming Frozen 2Data Insightsamp160 Fifty percent of moviegoers watch little or no TV while people attending movies last year spent 116 billionInnovative Opportunityamp160 Participation in the quotSee Herquot segments along with the second year of quot10Pakquot where a campaign runs during the opening weekend of ten blockbuster filmsCuisine amp160Delicious main menu served on both sides of the room postpresentation with a dessert table just outsideamp160 Best eats Caesar39s salad lemonflavored gnocchi with mushrooms and peas assorted sushi rolls and soft white chocolate squares with lemon icingamp160 Worst call serving large potato wedges without ketchup or another suitable condimentamp160 To quote a famous cartoon character quotHeavens to MurgatroydquotKey Takeaway amp160Star participation added a great deal to Screenvision39s quest for more incinema clientsamp160 Two ideas that could make the case more appealing A show off madeforcinema commercials that resulted in an increase in product sales or service usage and B diversify Front Center itself with new segmentsamp160 Try out some different concepts like sciencetechnology updates sketch comedy or pop culture profilesClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Upfront News and Views: Stars Were Shining at Screenvision Media

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Simon Applebaum

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Upfront News and Views: Stars Were Shining at Screenvision Media

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