It’s hard to match the caliber of Disney’s red-carpet premieres (look no further than its “Descendants: The Rise of Red” event), and the entertainment giant was at it again for the world premiere of “Zootopia 2” at L.A.’s El Capitan Theatre.

Invited guests at the winter-themed affair experienced a full build-out of the Zootopia Central Station setting from the film, including roving characters; games like “Fish Flippin”; photo ops, such as a throne moment in Fru Fru’s Parlour; and a Tundra Treats candy bar, in addition to tunes spun by a live dj.

In the case of Netflix, an unlikely trio—a stunt pig, the world’s largest action figure and sustainability tactics—were all stars of the brand’s premiere event for season two of “FUBAR.” Indeed, at the Tudum Theater in Los Angeles, the brand surrounded press, talent and invited guests in series-themed scenic builds and a bit of spectacle, all while prioritizing low-waste production practices.

A highly shareable red-carpet premiere event featuring the pig was followed by a private screening and a themed afterparty that encompassed curated lounges, cocktails, a photo op styled like a “FUBAR” action figure box and custom drinking glasses designed with real bullets, which doubled as take-home gifts.

When Universal Pictures hosted a premiere for its “Wicked” sequel, “Wicked: For Good,” the intricate set builds and storytelling elements ultimately yielded the biggest-ever movie premiere in New York’s Lincoln Center Plaza (it was also the first to take over two major NYC theaters simultaneously).

Universal took a few cues from its destination, New York, and crafted an “Ozmopolitan”-inspired environment that brought the relationship between characters Elphaba and Glinda to life, along with scenes from the Emerald City. Mini, “floating” hot air balloons, Emerald City soldiers clad in green and gold, a recreation of Glinda’s bubble, dripping florals and film imagery were among touchpoints that brought Oz to the Big Apple.

For Prime Video, it was a swanky blue-carpet event for the season-two debut of the competition show “Beast Games” that turned heads. From the get-go, celebrities and creators were plunged into the world of Beast City via a range of games that tested their smarts and strength, just like contestants in the show.

Following a blue-carpet walk, welcome from MrBeast and screening of the season’s first two episodes, attendees moved into the venue’s Dome, where they encountered an interactive “Beast Games” experience, including a replica of the $5 million cash pyramid. They competed in challenges like a high-tension balancing activity and an LED memory floor experience for a chance to win Beast Bucks that were redeemable for merch at an on-site store.

If that weren’t enough, the brand also delivered a hospitality experience, including a Feastables market, passed bites inspired by the show, themed drinks and a fully functioning Starbucks that offered creators a chance to personalize their own series-themed jerseys and design exclusive Starbucks swag.

Roll credits.

Photo credits: Line 8 Photography; Redrock Entertainment

Related:

• Warner Bros. Brings ‘Barbie’ to Life at an ‘Over the Top’ Premiere
• Prime Video’s ‘Rings of Power’ Tour Drives Record-breaking Viewership

The post Experiential Marketing Trend of the Week: Red-Carpet Activations appeared first on Event Marketer.

For their last hurrah, brands hosted creative studios, intimate culinary events, storytelling- and filmmaking-themed panels, live performances and hospitality plays. Let’s take a look. And… roll credits.

11^TH HOUR LODGE

It may be Sundance’s last year in Park City, but 2026 marked the debut of the first-ever 11th Hour Lodge, an invite-only cultural space that for four days offered day-to-night programming with themes that shifted with the time of day and aimed to deliver tools, access and educational resources to support long-term filmmaker career growth.

A host of sponsors were on hand to engage visitors of the creative hub, the interior of which was styled by Utah-based home goods brand Minky Couture. Among more experiential touchpoints were Pura’s scent journeys, which evolved based on the programming block, and helped support a narrative that progressed throughout with the day.

In the mornings, attendees got charged up for the day via wellness rituals powered by Pvolve, artisan coffee, Pop-Up Bagels and cowboy hat customization with Gigi Pip. Later in the day, beauty and self-expression entered the chat, with Dime Beauty launching new products at an exclusive brunch, followed by Dibs Beauty and Uberliss Haircare delivering glam touch-ups, demos and curated gifting.

In the evening, the lodge became more of a nightlife scene, with Heaven Hill cocktails and movie-theater fries keeping attendees satiated, and a final Y2K- and Après-Ski-themed event featuring metallic puffers, frosted tips, throwback tunes and Hpnotiq cocktails (IYKYK).

What’s more, guests could capture the moment at a first-of-its-kind holographic step-and-repeat installation, which leveraged technology used in productions like “The Mandalorian,” and yielded real-time, production-ready content that was designed for a 16:9 aspect ratio. Talk about being ready for your close-up. (Partners: 11th Hour Productions; Ferrara Media; HOLODECK LED)

Photo credit: Jake Fabricius

ACURA

The Acura House of Energy returned to Swede Alley with a slate of daytime and evening programming and a handful of partners to bring it to life, beginning with a kickoff event on Jan. 23 that was open to the public and featured performances by DJ Dolph and DJ Cardi.

One of the highlights of the sponsorship was Acura’s celebration of its USA Bobsled-Skeleton partnership, including a photo op inside a two-person bobsled wrapped in bespoke livery, and the chance to race bobsled slot cars on a custom track (with the opportunity to win a Motocompacto, Honda’s e-scooter).

Acura also hosted a series of public and private events, like the IMDb Studio, where exclusive content and discussion were captured; industry panels and interviews; live performances; and the annual IndieWire Chili Party, where VIPs convened for conversations—and actual chili.

The automaker also had a range of vehicles positioned throughout Sundance, including the NSX Roadster, famously driven in “The Avengers”, which was on display at a private fundraiser honoring Sundance Institute founder Robert Redford. (Agencies: George P. Johnson; Sunshine Sachs Morgan & Lylis; MullenLowe)

Learn more about Acura’s 2026 Sundance sponsorship in our video interview with the brand’s assistant vp of marketing.

Photo credit: Vivien Killilea/Getty Images for Acura

ADOBE

The design-forward Adobe House returned to Utah for the last time to offer filmmakers and movie buffs a multilevel creative space that showcased the brand’s latest innovations. Visitors could score cozy swag that they could customize right on-site, get hands-on with Adobe filmmaking tools in the Innovation Studio and listen in on fireside chats and expert panel discussions. (Agencies: Groundwork Events, lead agency; Sunshine Sachs Morgan & Lylis)

Photos: Courtesy of Adobe

AUDIBLE

Audible and its Filmmaker and Artist Welcome party made their way back to Park City this year, as did the annual Cocktails and Conversations event, which the brand sponsored alongside Variety.

And then there was the return of the brand’s cozy Listening Lodge on Main Street that offered prime views of the mountains. There, Audible’s heated yurt, hot drinks, s’mores and craft cocktails kept attendees comfortable as they engaged in intimate industry conversations. Meanwhile, listening stations offered samples of its audiobook content, and photo ops and installations made the space content-ready.

The talk of the sponsorship, however, was a new experience called the Audible Storybooth, a ski-themed pod positioned just off of Main Street where people were invited to stop in and share their favorite Sundance moments. Hundreds of people ultimately recorded their stories.

Photos: Courtesy of Audible

CHASE SAPPHIRE RESERVE

Longtime Sundance partner Chase showed up in Park City to host a range of events spanning VIP panels, cast parties and cardmember experiences. Like the Frasca Food and Wine culinary event that provided select Chase Sapphire Reserve cardmembers with an exclusive dinner at the award-winning, Boulder-based restaurant, which offered a “festival-friendly” à la carte menu.

Another perk for cardmembers: the Chase Sapphire Reserve for Business Experience, which made its Sundance debut this year and provided customers with access to panels, as well as complimentary amenities, including comfortable workspaces, refreshments, a professional headshot booth and wellness services.

Photo credits: Jack Dempsey and Rodolfo Gonzalez for Chase

CINEMA CENTER

The annual Cinema Center media and hospitality hub for VIPs, a staple of Sundance, marked its final run in Park City with the help of title sponsor Arby’s, and supporting partners like Collider, Hendrick’s Gin, Peroni and fashion brand Bernier.

Touchpoints within the Arby’s Cinema Center spanned Collider’s media studio, which drew A-lister interviews; premiere parties for highly anticipated films; WeAudition’s Actors & Influencers Festival Party; and a Hendrick’s Bar serving curated cocktails.

Plus, Arby’s dished out hot curly fries, offered a ski-lift photo op and tapped TV personality Angie Katsanevas from “The Real Housewives of Salt Lake City” to create branded content on-site. (Agency: Roxstar Entertainment)

Hendrick’s photo credit: Photagonist

HYATT

Park City is Hyatt’s birthplace and the brand enjoyed a presence on Main Street for its final year activating on its home turf. This year, the “World of Hyatt” sponsorship program was built to reinforce the idea that travel should be “transformative,” and that Hyatt delivers.

The activation space was purposely designed to feel like an escape, with intentional wellness experiences like Peloton workouts and Headspace meditation sessions offered in the mornings. In the afternoons, attendees participated in Hyatt-branded experiences. Think: A “Scents of Sundance” interactive experience designed by Alila Napa Valley and inspired by Park City, and an Aura Photography class and Thai Milk Tea service inspired by Hyatt’s global Andaz properties.

And then there was a standout evening event, World of Hyatt After Dark, a late-night celebration featuring unique cocktails, lounge spaces, live djs and surprise performances by “Hamilton” stars.

Along the way, Hyatt additionally hosted panels, premieres and sneak-preview screenings with top filmmakers and studios, and worked with a number of influencers to amplify its efforts. (Agencies: Number Project; Guru House)

Photo credit: Getty Images for Hyatt

TAO

Sundance’s famous star-studded, after-hours experience, Tao Park City, closed out with a bang with the help of sponsors including Hendrick’s, Casamigos, Evian, Cîroc, Red Bull, Moët Hennessy, Jack Daniels and Heineken. From a Benson Boone performance, to “ski shots,” to custom chalets, to live djs, to prizes, to photo ops to dancing brand ambassadors, Sundance’s hottest party delivered one last time.

Photo credit: Meg Blair and Jazmyn Le for Tao Group Hospitality

UTA

Another Sundance mainstay, UTA House, rocked its last lap in Utah with a multilevel venue on Main Street and a vast slate of programming and events supported by a group of top-tier brands like Google, Warner Bros., Delta Air Lines and Eli Lilly. Over the course of three days, more than 2,000 filmmakers, creatives and brand execs passed through the doors of UTA House.

Among event highlights were a Creators & Cocktails event presented by Amazon Prime featuring live music, f&b and creator networking; an intimate Brand Leaders Dinner presented by Warner Bros. Discovery offering curated cuisine and mood lighting; the UTA x Vulture “house party” presented by Casamigos and Ketel One that celebrated projects coming out of the 2026 festival; and the Filmmakers Brunch presented by Simply that brought together artists, filmmakers, executives and creatives for a conversation guided by UTA’s Independent Film Group. (Agency: Mirrored Media)

Photo credits: Brad Simmons and Kaia Uhlig for UTA

Featured photo credit: Lauren Hartmann for Sundance Institute

From the Sundance Archives:

• Sundance 2025: Chase’s Glass Chalet, Acura’s Energy House
• Executive Q&A: The Strategy Behind Adobe on Main at Sundance
• Six Brands Engaging Consumers and Creatives at Sundance
• Intel Cozies Up with Creatives in its Tech Lodge at Sundance

The post The Last (Sun)Dance: How Sponsors Closed Out the Festival’s Final Year in Park City appeared first on Event Marketer.

Let’s take a look inside some of the top (and most accessible) showcases and suites across the Aria Resort & Casino, its C Space Campus and The Venetian Convention & Expo Center.

Amazon Ads

The first lounge we hit belonged to Amazon Ads, and it drew us in with its movie theater-themed aesthetic that carried throughout the lounge in marquee signage, posters and lighting details. The Amazon Ads ambassadors were the friendliest group of brand reps we encountered, with many jumping at the chance to take attendees’ photos, direct them into the lounge and invite them to engage with touchpoints.

Our favorites were the oversized “Ads That Win” slot machine and the touchscreen vending machine that dropped a prize to attendees who completed a survey. We came away with “Full Funnels” chocolate-filled cone snacks that came in an Amazon Ads-branded package and detailed the brand’s full-funnel advertising solutions (very clever).

Also in the lounge were ample tables and chairs and a Fulfillment Center with a menu to order from. We enjoyed stepping out on the terrace for a moment of fresh air, where there were a number of meetings at standing tables taking place. (Build: Object Construction)

The Female Quotient

Giving women a dedicated space to gather, network and unwind, The Female Quotient returned to CES with the FQ Lounge, “where innovation meets intention.” The lounge took over Iris at the Aria and completely transformed it with pink curtains, an illuminated Vegas marquee and encouraging signage, starting down a hallway featuring oversized playing cards emblazoned with messages like “Welcome to your winning era” and “Bet on you.”

Upon checking in, attendees received a branded wristband and tote bag, and could then enjoy f&b at the Changemaker Café. Panel conversations on topics ranging from AI experimentation to women’s health took place on the pink FQ stage. But attendees flocked to the activations within the lounge.

At the Charm Bar, participants moved down a line to choose three or four charms and then handed their tray of selections to jewelry specialists who connected them onto a keychain ring. Best Buy Ads popped up a Confidence Styling bar, where attendees could book an appointment with makeup and hair stylists. After a glam boost, participants then moved to the flower-decorated Portrait Studio for headshots. All smiles here.

Intel

Intel once again delivered on a refined, experiential showcase within the The Venetian Expo’s convention center meeting rooms that set the stage for elite business conversations and media exposure, all in one.

In typical Intel fashion, the space featured a conversation-fueling showpiece, a massive LED cube where “inside” a hyper-realistic, animated black panther (for Panther Lake, codename for the brand’s Core Ultra Series 3 mobile processors launched at CES 2026) came to life in a cyclical performance, revealing the brand’s logo and chip with a slash of its claws. A perimeter LED ring above synched with the cube and displayed a detailed view of the processor and its benefits. Between these reveals, the panther paced and reacted to movement within its “cage.”

On January 5, the brand hosted 500 attendees for a live-streamed keynote in the ballroom space next door, that at the conclusion, opened up to the Intel Technology Showcase and LED cube experience with the roar of a panther, fog and mist effects, and concluding with a reception for the guests. And of course, the showcase featured detailed demos on Intel-powered innovations with a cast of product experts. A decision we thought worked well: The showcase was invitation-only the first two days of the show, and then open to the public for the final two. Comfortable seating with beverage stations, and nearby meetings rooms, completed the ecosystem.

A refreshing, departure for Intel as far iconography, and one we call a showstopper. (Contributed by EM’s Rachel Boucher)

Reddit

Coffee bars are a dime a dozen around the Las Vegas Convention Center and hotels, so Reddit instead opted for juice, elevating the juice bar experience with a little personalization at the Conversation Bar. At a tablet, attendees explored Reddit conversations and chose their focus for 2026: purpose, energy, balance, creativity, confidence or joy.

Their choice then influenced their drink order at the bar that was serving up “fresh-squeezed Reddit community intelligence.” Joy landed us a refreshing watermelon juice. At the Gift Bar, participants then ordered a customized glass tumbler with their initials, two focus icons and a Reddit icon, available for pickup within five minutes. (Take an Insider Tour of the lounge here.)

Yahoo

Way up in the Aria Sky Suites, Yahoo activated a pastel-colored lounge that gave off comfy, nostalgic vibes inspired by early internet culture. The purple and green checkerboard palette carried throughout the space in artwork, swag designs, signage, cups and even in the latte art on our lavender matcha latte, dubbed the drink of the week. Yahoo set up a wall of giveaways for attendees to choose from. Items ranged from plush keychains and notebooks to gum and lip balms—chosen to help conferencegoers gather essentials and recharge.

We noticed that the brand ambassadors who escorted us to the private suite were outfitted in a Yahoo-branded hoodie and sweatpants that featured retro computer icons and doodles, and we weren’t the only ones who admired the combo. Yahoo’s event team said that the hoodie returned this year with a new design after garnering a lot of attention and interest last year. The new black version was up for grabs in a giveaway that attendees were able to enter via a QR code in the suite.

A special touch, Yahoo partnered with comedian Troy Hawke, who is known for complimenting strangers, as Yahoo DSP’s unofficial “Performance Aficionado.” He lent his voice to a novelty button on display that traditionally lets out the signature Yahoo yodel when pressed but instead says encouraging phrases. Hawke also made appearances in the suite, dressed in a purple smoking jacket, to amble around and charm attendees.

Yahoo later moved to The Venetian Resort to host an exclusive evening event, featuring a performance from Public Enemy with rappers Chuck D and Flavor Flav. A playful swag item inspired by Flavor Flav, custom Yahoo clocks were distributed to attendees. We won’t be forgetting Yahoo’s activation any time soon.

Honorable Mention

While some Fortune 1000 brands leaned on comfy chairs and signage, a few “dark horse” companies showed what strategic design and décor can do for the attendee experience. The VideoAmp marketing team welcomed us into its Data Garden, which took over Bar Centro by José Andrés in The Shops at Crystals. Designed to be an escape, the team brought in high-impact décor to transform the space—green drapes, plants, and floral imagery that transported attendees into a tropical setting to have meetings and intimate conversations.

The space was reconfigurable for a number of themed events during the week: Garden Party Happy Hours, Vine & Dine lunches, Morning Harvest breakfasts, the Botanical Banquet and the Midnight in the Garden after-dark event. Partners Warner Bros. Discovery, Nexstar, TelevisaUnivision, Snowflake and Unplugged Collective joined in on some of the programming, including late-night karaoke… A real hidden gem. (Agency: Turnkey)

Photo credit: Juanita Chavarro Arias

MORE FROM CES 2026: Our team was busy on the ground in Las Vegas. Check out our CES 2026 channel for recaps, video tours and trends reports.

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First, at a product display wall, attendees could see how brands like Sharpie, Laneige, New Balance and more recently weighed in on Reddit conversations, and then at a tablet, they chose from Purpose, Energy, Balance, Creativity, Joy and Confidence as their 2026 focus. A winding hallway led to the main lounge area to place an order at the juice bar with a menu inspired by “Fresh-squeezed Reddit Community Intelligence” that ranged from the “Upvote: Vitamin C Citrus Blend” to the “Hot Take Tonic: Pineapple + Cayenne Kick.”

Their chosen focus influenced their beverage order (Joy gave us “r/mademesmile: Watermelon Basil Refresher”), and they could even select espresso, cappuccino or cold brew for a stronger boost. Once their order was ready, participants received a text with a link to a Reddit conversation like r/whatsfordinner to scroll through while sipping and relaxing in the space.

Lastly, at the Gift Bar, attendees could get their “focus to-go” in the form of a Reddit-branded glass tumbler. A brand ambassador assisted in filling out an order form that included several customization options for the wooden lid of the cup: initials, two focus icons and one Reddit icon. The juice glasses were then engraved and placed in a gift bag on a shelf for pickup. Natural light, a red-yellow ombre color palette, greenery, internet icons on the walls, and messaging like “the juice is always worth the squeeze” had us feeling recharged.

“We really want to make sure that Reddit is accessible to all of our customers, and we can do that through our experiences,” said Caroline Absher, head of event marketing and industry marketing programs at Reddit. “That is what we really focused on this year, connecting them with the communities that will be personal to them, and they can take that also to their business.”

Check Out More CES 2026 Coverage Here

WATCH: The Inside Scoop on Reddit’s Conversation Bar

More from the Reddit Archives:

• Reddit’s CES Experience Immerses Brands in its Early-adopter Audiences
• Reddit Returns to Cannes Lions with a New ‘Reddit Recommends’ Activation

Event Marketer and its Chief Marketer Network of brands is an Official Media Partner of CES 2026. Learn more here.

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Read More of our CES 2026 Coverage Here

The Experience Strategy

“Dolby is inherently an experiential brand,” says Yvonne Marquez, global head of experiential marketing at Dolby. “Our technologies are transformational, and entertainment at its best moves people emotionally. That’s why our approach is always, ‘Show. Don’t tell.’” 

CES represents one of Dolby’s most significant annual investments, so maximizing ROI is always top of mind, Marquez says. “First and foremost, we’re here to connect with our partners, listening closely to what matters most to their businesses and demonstrating how Dolby technologies can help drive their growth. At the same time, those partner moments ultimately exist in service of something bigger: the consumer and the community experience. 

“CES is a moment where we work alongside our partners to elevate how people experience entertainment in real, tangible ways. Because at the end of the day, everything we do at Dolby… every collaboration, every innovation… ladders back to one thing: creating powerful, meaningful experiences for audiences everywhere.”

The brand also sees CES as a global platform to host press and secure coverage that reflects Dolby’s broader business priorities and momentum across entertainment, devices and emerging categories.

“Because CES is the largest and most complex program in our annual experiential lineup, it’s also where we pilot and refine capabilities that scale beyond the show,” Marquez says. “That includes everything from registration and demo technologies to foot-traffic analytics, staff training, vendor onboarding and brand creative. It’s about delivering impact today while building smarter, more efficient programs for the future.”

Measuring Engagement

The brand measures engagement through both quantitative data and qualitative business impact, Marquez says. Some of the tools include:

• JiffleNow to schedule, manage, and track meetings and demos.
• SplashThat to track attendance and engagement across special events.
• ExpoTools RFID badge technology to understand attendee journeys, dwell time, space utilization, and demo interaction.
• Post-show sales team surveys to capture feedback on how effective the experiences were in supporting real business conversations and outcomes.

“Together, these insights help us understand not just attendance but value,” she says.

Building the Emotion

Creating the event on Dolby’s home turf, away from the show floor noise, allowed the brand to sharpen the senses and own the experience. 

“From someone who values emotional resonance and storytelling, there is a monumental parallel that Dolby brings to merge emotion-led sensory interactions and authentic storytelling,” says Joe Rivers, global experiential marketing manager at Dolby. “The presence at CES this year is the culmination of all of this. And a testament to the team, the technology and the partnerships that allow Dolby to elevate entertainment in every area of life.” (Production Partner: Sparks)

Photos: Courtesy of Dolby

Event Marketer and its Chief Marketer Network of brands is an Official Media Partner of CES 2026. Learn more here.

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