The Client

Warner Bros. Home Entertainment/”Sex and the City: The Movie” Extended Cut DVD Release

Primary Objectives

•  To garner massive print and electronic media exposure worldwide surrounding the DVD launch via a high-profile press event
•  To create a public spectacle that speaks to the popularity and enormity of the franchise by creating a street stunt that brings the party out to the crowd
•  To execute the event at a location directly relating to the story in the film

Target Audience

•  Media:            international electronic and print outlets
•  Consumers:     females 18 years old and up

Marketing Objectives

Paradigm Shift Worldwide designed and produced an ultra-chic, one-of-a-kind, never-before-seen event at the famed New York Public Library in Manhattan. Playing off the pivotal scene in the movie where Carrie Bradshaw was left at the altar, never getting the opportunity to have her wedding reception at the Library ("the wedding that never was"), Paradigm dubbed the event "The Party That Never Was." In a clever twist, we transformed, for the first time ever, the Library's Astor Hall into a chic, club-like ultra-hip environment representing the look and feel of the movie. In addition, outside we created a dramatic arrival, a grand "pink" spectacle for New York's public to awe. The icing on the "wedding cake" - key cast members and creators of the movie were on hand to deliver the ultimate in "glam" to the evening.

THE HIGH PROFILE ARRIVAL

Paradigm created the arrival to be something of a public spectacle.  Working closely with Bryant Park, the Library and the NYPD, we created holding areas for the general public to watch the arrival, which consisted of a 100’ pink carpet  sprinkled with Swarovski crystals and two 10’ tall “brides” (on stilts) wearing a replica of the Vivian Westwood dress that Carrie wore in the film.  Driving the DVD brand with use of color, we pulled the primary color from the DVD box art (hot pink) and bathed the exterior of the library in pink light.

THE UNFORGETTABLE “PARTY THAT NEVER WAS”

Once inside, guests experienced a night in the life of Carrie Bradshaw.  Immediately upon entrance into Astor Hall, attendees were treated to a highly sophisticated, trendy and quintessential Manhattan party.  Paradigm strategically designed every aspect of the event to create a visually stunning and engaging environment.

Tables were dressed with custom black and white linens, complete with a black feather border and a flower motif that complimented Carrie’s floral fashions.  Adding a sultry allure to each table, we incorporated black glass candelabras with black candles.

The main seating area consisted of a series of 8’ tall hot pink banquettes tufted with black buttons, giving them the look and feel of Couture clothing.  Sitting atop of each banquette was a 4’ tall clear Plexi box internally lit with dozens of hot pink Cymbidium orchids and crystals hanging within.  Additionally, we created custom cocktail tables with the same tufted look but with reversed colors (black tufted with pink ultra suede).  In a unique and unusual branding touch, we creative one-of-a-kind plasma coffee tables (42” plasmas placed under the glass facing up) to showcase key scenes from the film.

The center of the environment included a distinguished and tailored 16’ square white leather bar.  Each of the bar’s four corners contained internally lit Plexi display cases highlighting the infamous Manolo Blahnik shoes prominently featured in film.  The Center of the bar included an illuminated pedestal hosting a five foot tall tree of pink and white roses and orchids with hanging crystals (tying back to look of the florals on top of the banquettes).

As a clever branding touch, Paradigm dressed out the two stairway landings featured in Astor Hall with custom lounge seating areas adorned with 12’ tall by 10’ wide three dimensional reproductions of the film’s title treatment.  Designed to give the walls movement and emphasize their dimensionality, the title treatments were made out of individual paillettes that fluttered in the light via fans.

The venue space had two 100’ long by 15’ wide hallways, which needed a creative and functional design.  For this space, we fashioned “Club Carrie,” which featured a series of 42” tall tables lined up to create long seating areas down the center of each hall.  The tables were gelled in a gradation of pink tones (from light to dark).  As well, the florals were strategically and visually placed in a gradation of pink tones (light to dark hydrangeas).  High back leather chairs provided the seating, and the end of each hallway featured a distinctive black bar with a dazzling paillette wall serving as the backdrop.  Adding the finishing touch, the entire hallway was washed in pattern breakups of pink light.

Paradigm also designed a VIP lounge for the second floor.  Ingeniously accentuating “sex” in its fantasy form, we incorporated deep red velvet furniture, along with custom mirrored tables and furnishings.  The center of the room showcased a giant topiary made of twenty dozen deep red Columbian Roses.  Candles of varying heights filled the room, completing the steamy atmosphere and also adding a layered look to the space.

Customized lighting of varying pink and red tones moved throughout the entire space, solidifying the party’s chic and striking look.  Additionally, celebrity DJ Cassidy spun high energy, high octane tunes reminiscent to a night of “clubbing” with the Carrie and the girls.
Describe experience through the eyes of the target.  Any other important factors that were meaningful to the success of the program?  What was unique?  What was wild and new?  What technology was leveraged:

THE COMPLETE “BRIDAL” PACKAGE

The minute they stepped onto the pink carpet guests were immersed in the brand.  Once inside, they felt as they were actually attending Carrie’s wedding reception.  Paradigm took a key event that never happened in the film and created it as it had happened, making the guests wonder – were they at a DVD launch event or Carrie’s reception?

ADDITIONAL ELEMENTS/UNIQUE CHALLENGES

Paradigm’s use of plasma coffee tables added a unique, high tech and stylish facet to the event. A design specifically created by us, these tables offered guests something new and refreshing to enjoy.

Another clever use of scenic elements, we incorporated paillettes throughout the party to create movement without the use of an internally lit source.

Because the entire party was tray passed, we tactically assigned each server a zone to ensure food was always available to the guests.  Leaving no design stone unturned, Paradigm also directed the caterer to craft custom food trays made of pink, white and black Plexi glass.

The most interesting challenge we faced with this event was strategically working through venue restrictions.  The party took place in Astor Hall at the New York Public Library, a landmark building that comes with many guidelines to ensure its historical integrity.  One of the biggest obstacles we faced was the fact that the Library cannot be closed to the public during operational hours for any reason, including event set up.  Because this event incorporated a multitude of design and lighting details, the Paradigm team was tasked with physically creating the party environment twice.  This feat included a complete mock set up the day prior to the event.  Beginning at 6:00pm, once the Library closed (and working well into the “wee” hours of the morning), the team set up the party space in order to focus their lighting and practice logistics for the actual event load in.  Once lighting was focused, the space had to be torn down before the library opened the next day.  The following day, event day, the team did it all over again within a mere two hours - the Library closed at 6:00pm and the party started at 8:00pm.  To successfully accomplish this, the entire production had to be tediously and proficiently choreographed and rehearsed.  Additionally, Paradigm had to bring in an army of people, each with a very specific job, just to pull it off. 

Being a 100+ year old building, the Library had no hanging points, so 95% percent of the lighting had to be positioned from the floor.  And, all of these lighting units either had to be completely struck or, at a minimum, unplugged and repositioned to be out of the public walkways during operating hours.  In addition, 50% of the cabling had to be temporarily removed.  Both the lighting units and the cabling had to be restored and focused during the two hour reset time before the event.  Wireless LED lighting units were used in the center of Astor Hall to eliminate cables running across the floor.  Over 350 lighting units, 6 lighting crews and 5 lighting control consoles were used to light the event.   For the interior system, power was pulled from 5 separate locations.

Because there were not rigging points in the ceiling, we could not hang scenic and decorative pieces to create height within the space.  As a solution, we designed the banquettes (totaling 12” in height) to generate the height needed to aesthetically enhance the environment.

Because the Library did not allow specific branding on the exterior of the building, we had to create inventive ways to brand “Sex and the City” without using the logo.  The resulting plan included an intricate light design that turned the entire front of the building pink, a 100’ pink carpet and two 10’ tall replicas of Carrie’s wedding dress (made with over 120 yards of fabric) flanking the party entrance.  Additionally, although we weren’t able to receive confirmation of the Mayor’s attendance until the day of the event, we had to be prepared for a presentation with him and the film’s cast should he arrive.

The arrival tent was placed directly in front of the Library’s entrance, so we had to design a structure that could remain set up during the day of the event and still allow the thousands of visitors they get daily to access to the front doors.  Unfortunately, the Library was in the process of a three year exterior renovation, so the architectural details of the building’s upper half were hidden.  To visually combat this decorative glitch, we designed a truss structure that, when lowered, hid behind the press tent and did not impact the visual look of the front of the Library from 5th Avenue.  For the event, the truss was raised and the moving light units bathed the façade with a rich pink wash and gobos that would accent the architecture and bring a cohesive look even though the top half of the building had no architectural details.   

The placement of generators and feeder cable run paths had to be executed with the understanding that this was a completely public space and safety was paramount.  Plans that included all lighting positions, instruments, generator placement, tents, public access paths, attendee paths, and rain contingency layouts had to be submitted for approval to various city agencies and the Library.

Paradigm was extremely fortunate to be given unprecedented access by both Bryant Park (controls public areas in front of the Library) and the Library itself.  By effectively working through an extensive approval process with both boards, we were allowed to do things that have never been done there before.  Much of this is attributed to the incredible relationship we forged with the Library.  Bryant Bradshaw, Manager, Special Events Operations at The New York Public Library notes, “When Paradigm Shift Worldwide calls me for an event I immediately know three things; it is going to be big, I will be working with absolute pros throughout every step of the process, and this spectacular landmark building will always be protected.  The “Sex and the City” DVD premiere was no different.  We do big things here at the Library and this was one of the biggest.”

How did the event or experiential program perform?  What were the results?  Please quantify and be as specific as possible:
This event performed above and beyond.  Paradigm efficiently worked through logistical challenges to produce a flawless, imaginative and visually stunning event. 

The arrival attracted over 1,000, onlookers who watched intently from street.  We also received an impressive press turnout, with coverage from ET, Extra E!, Access Hollywood, CNN, The Insider, TV Guide Network, Ad Age, Entertainment Weekly, Hollywood Reporter, NY Post, NY Daily News and US Weekly, to name a few.  Consumer impressions totaled 104,831,000 (includes broadcast, print and online).

An email from our client sums it up:

The compliments are endless on the top notch event Thursday night...guests were totally blown away by every amazing detail.  Everything turned out spectacular and it was fabulous seeing the cast, filmmakers and executives enjoying themselves.  The best compliment we have had was from someone who said the party felt like a party the 4 girls would go to on the show.  Amazing...

Thanks for everything--
Emily

Please indicate what supplies and vendors assisted the event agency’s execution: exhibit fabricators, operations vendors, mobile builders, tent companies, staffing shops, and so on:
Production & Special Events Services, Inc., our production company, managed the entire project.  Panasonic provided the plasmas.

Scharff Weisberg: lighting and audio
Chestnuts in the Tuileries: florals
Callahan Catering
Millers Rentals

Supporting Visuals

•    Client’s brand logo
•    Up to 6 digital images (file size limit 1MB)
•    One video or URL/link (file size limit 10MB)