LOS ANGELES PREMIERE OF WICKED
By merging Hollywood spectacle with immersive world-building, Redrock Entertainment delivered a premiere that wasn’t just a glamorous night but an experience that transported attendees into the magic of the biggest movie of the year, Wicked.
Tasked with creating a premiere that ensured visibility and admirability on a global stage, we knew we had to create interactive moments that extended beyond traditional red-carpet photo ops. With just 18 hours to execute, we shut down Grand Avenue in Downtown LA and transformed it into an immersive journey through Shiz University. Featuring four iconic locations from the film, we managed seamless integration of experiential storytelling.
Rather than a static red carpet, guests embarked on a cinematic journey from arrival to after-party. Their experience began at the “boat entrance,” mimicking the students’ grand arrival in the film, before moving through the courtyard, classroom, and library – each a striking recreation from the Wicked universe. This approach turned the premiere into a living set, allowing attendees to step directly into the story.
From seamless guest flow to meticulous safety protocols, every detail was designed to deliver magic – and it did. Behind the scenes, every worker and vendor were kept safe and supported thanks to a rock-solid operational plan and our on-site Health & Safety team.
While guests enjoyed a Dolby surround sound screening inside the Dorothy Chandler Pavilion, our team executed a flawless 3-hour transformation, turning the red carpet into a high-energy after-party for nearly 2,000 attendees complete with themed cocktails, sparkling bubbles, and Wicked-inspired bites.
