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A classic Film Noir Detective Tradeshow Event

by Ed Schultz

SFX: CLASSIC DETECTIVE SERIES MUSIC FADE UP)

The call came in like shots ringing out of the dark on cold rainy night. Could this really be a newly acquired division of an existing client that we’ve never worked with before? And what did they want? Time was short and they needed help…the kind of help that only EMP could deliver. I had my fedora and overcoat on ready to rush out and save the day, but before I hung up, she uttered the words no one wants to hear…budget was tight…real tight”

Sound familiar? EMP produced a trade show booth and theater presentation for CA’s Clarity division at the Gartner Groups Project and Portfolio Management show in LA a month after the call. Since the event was held in the back yard of the classic Hollywood movie studios, the creative direction involved a booth resembling an old theater complete with red velour valances, classic movie posters and a marquee. The flash theater presentation was created of a Flash multimedia to resemble a movie trailer in the film noir genre that transitioned into a live demo of the software. EMP created all the collateral including movie tickets, custom room keys, and a popcorn bucket room drop that contained classic movie candies and a smaller version of the custom movie poster that hung outside the booth. Budget sensitivity challenged us to stay true to the theme. On cue every 20 minutes, the theater presentation ran to a packed booth and the VP of Marketing was overheard saying, “Play it again, Sam.” In the end, CA broughthome two of the four awards given at the show for exhibitors.