Red Carpet Movie Premiere

We love it when we get to work on unique events.

On April 2nd we helped author Donna Woolfolk Cross bring the movie adaptation of her novel Pope Joan to the big screen in Syracuse, New York. The movie has been released and well received in numerous countries. However, the US distributors feel the movie does not have a wide appeal for US multiplexes. I hope we convinced them otherwise after selling out the VIP event and a second showing.


Donna came to us with the challenge that she needed to have a full theater for her Red Carpet Premiere at the Palace Theater. She hoped that she and the Matilda Joslyn Gage Foundation (benefactor of the proceeds from the event) had that many friends.

Our first action was to approach media outlets to promote the event, in return for tickets (a great way to help fill the seats). Thanks to Syracuse New Times, Eagle/Syracuse Woman Magazine, Rochester Woman Magazine,  Scotsman/CNY Today's Woman, and Clear Channel.

Well they did have that many 'friends,' because before we even started the event marketing the VIP event was sold out. The event was on it's way to overwhelming success. This posed the need for creative solutions:

1. Sold out before the marketing kicked in... (we didn't want to kill the marketing because the interest generates book sales, which generates income for Donna). Solution: Add another showing - did the Palace have the space available? Yes. Would Constantin Films allow a second showing? Yes. OK, pitch the client.
2. VIP Tickets were limited to the capacity of the upstairs event space, but demand was high and you hated to say no to raising money for the Gage Foundation. Solution: realign the flow of the evening - hold the VIP event throughout the entire theater and do the book into movie talk in the theater. Capacity - sell as many as you can. We sold over 200.

Because this was not the opening movie premiere we wanted to recreate the excitement of the Red Carpet. Of course we had the red carpet, but then we brought in our own paparazzi, event security, and June and Marissa Rivers - all actors hired to play the parts and provide an interactive experience for the guests who were the celebrities walking the red carpet and being interviewed and sharing 'who they were wearing.'