Disney's 2023 Upfront Event

The stakes are high and the expectations higher for Disney’s annual Upfront.

It’s the single largest show the Disney Advertising Sales team delivers. Their Super Bowl. Their Oscars for advertisers. A one-day event that commands the singular attention of a small army for most of the year.

Nine months of planning...

Nine days of set up…

Ninety minutes of content…

…to snag record-breaking revenue for the Disney family of brands.

Disney’s bold goals and vision required an inventive production partner for their live, 3,500-person audience at the Javits Center in New York and 7,000 concurrent virtual viewers across the globe. For the second year in a row, PineRock was the choice to deliver the results they needed.

Our shared mission: to create another magical, can’t-miss experience to dominate headlines, differentiate Disney, and give dimension to their legendary brand, at the intersection of content and creativity, technology, and innovation.

This unparalleled portfolio of brands is a playground for buzz and killer content – from classic Disney, ESPN, Pixar, ABC, National Geographic, FX, Hulu, and more – yielding 30 star-studded screen talents, a collection of top execs, and other entertainment luminaries… not to mention a century of iconic storytelling.

Technical mastery, meticulous execution, and rock-solid partnership culminated in a spectacular choreography between the stage, the audience, the script, the party, and the attendee journey as Disney revealed its next phase of captivating content, groundbreaking creativity, and cutting-edge technology.

PineRock handled everything from guest registration, people flow, and a white-glove VIP talent experience, to developing a captivating show environment and curating a post-event party that featured interactive photo ops, celebrity guests, iconic Disney costumes and props, all designed in an elegant and immersive environment.

The results? The 2023 Upfront sales were in-line with the prior year's sales of $9B in ad revenue!