This first-time, out-of-home effort will see Hollywood legends projected onto a scrim hanging over the street at The Grove’s outdoor shopping centre, providing event-goers an immersive experience that will enable them to spend the "summer under the stars" with some of their favorite Hollywood Icons. “This campaign is a great way to extend TCM’s brand in a dynamic, innovative way,” said Tricia Melton, senior vice president of entertainment marketing for TCM, TBS and TNT. “We’re excited to bring Summer Under the Stars to life in LA.” “The campaign provides a first-ever, brand-specific promotional product in the highest traffic lifestyle center on the West Coast,” says Brad Foster, CMO of TMMSB. “For TCM's Summer Under the Stars, what better way to connect with people than by projecting trailers of their favorite classic films under the stars.” This execution, architected by MediaVest, takes place on a custom-built structure that is elevated 35 feet in the air by blending 4 high-powered cinematic projectors to create a vivid, 40 x 40 foot projection screen. TCM and The Media Merchants worked with TMMSB to facilitate the custom experience, with media handled by MediaVest.
Agency: Mediavestvia www.coloribus.com