Warner Bros. Discovery has announced that it will return to the Theater at Madison Square Garden for its initial event on May 17, the Wednesday morning of broadcast week.
WarnerMedia’s Turner division had held its initial presentation on the site, and after Discovery acquired WarnerMedia from AT&T, the new company quickly set up a combined presentation for media buyers and customers there.
Despite the evolution of the television industry and the changes in the advertising industry, most major media companies have chosen to mount a traditional extravaganza upstream. The exception is CBS parent company Paramount Global, which ditched its landmark event at Carnegie Hall in favor of small dinner parties with clients on Wednesday nights of the initial week. Netflix, which has just entered the advertising business, stepped in by inviting media buyers to an event at the Paris Theater in what had been CBS’s timeslot.
Also: Disney is hosting an upfront event at the Javits Center on May 16
“We are excited to unlock new opportunities for our partners in Warner Bros.’ dynamic ad-supported ecosystem. Discovery, where stories create and define culture,” said Jon Steinlauf, director of U.S. advertising sales at Warner Bros. Discovery.
Also: Goodbye Carnegie Hall: Another sign the broadcast era is ending
“This year’s launch will highlight how WBD’s premier programming and products connect brands with highly engaged audiences,” said Steinlauf. “We will provide new details on the ad-lite tier of our enhanced streaming service which brings together iconic programming from HBO Max and popular programming from Discovery Plus. And we’ll demonstrate how our new measurement and currency solutions and unparalleled advanced advertising portfolio bring unprecedented value to our partners.
Warner Bros. Discovery said it would also stream its initial event, allowing people to attend virtually. ■