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Introducing The ‘Way Upfronts’: Producer Michael Sugar And A Roster Of Hollywood Talent Set Out To Engage Brands In A New Marketplace
In early May, between the NewFronts and the traditional (and now streaming) upfronts, The Way Upfronts will offer something new to major advertisers.
Billed as The Way Upfronts, the series of virtual presentations slated for May 7 and 8 is a hybrid of the annual springtime spectacles of ad-supported television and the supercharged energy of a festival marketplace. While organizers have not shared the names of presenters to the public, the host committee for the event includes Scarlett Johansson, John Legend, Tom Brady, Elizabeth Banks and Steven Soderbergh. Joining the legacy media companies for the first time with in-person shows will be Amazon and Netflix, which have recently been making major pushes into the video advertising business.
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