With the diversity of content available across AMC Network’s various channels, the brand wanted to personify their mantra “Something more” through programming that challenged the traditional upfront setup to help top media buyers connect more deeply with AMC’s talent and mission. We searched for unlikely venues to find a historic multilevel townhome that facilitated a familial sense of connection while reiterating the eclectic nature of AMC Networks. The 3-night experience featured custom-curated cocktails and bites, presentations from network heads, and live performances.
For three evenings, we curated nightly programming to include special performances by talent such as Salt-N-Pepa, Questlove, and Saint Vincent as well as curated intimate presentations by AMC executives. We unlocked an underground speakeasy after hours for talent, media, and brand stakeholders to mingle. More than 300 clients, talent, and press alike were invited to experience the AMCN Hideaway, serving as an effective proof of concept for the new upfront format.