Disney+ Descendants: The Rise of Red Premiere

Client: Disney+
Location: The Walt Disney Studio Lot
Duration: 1 Day
Type of Activation: Experiential/Red Carpet

The crimson-drenched premiere of the highly anticipated new installment from the “Descendants” franchise, “Descendants: The Rise of Red,” was “built from scratch” on the Walt Disney Studio Lot in Burbank. Taking over two completely bare soundstages, we sourced over 31,000 sq feet of crimson carpet in addition to 20,000 sq feet of 32’ high crimson drape to build out both soundstages. In one stage, a custom built theater inclusive of dynamic lighting, 5.1 immersive surround sound, and a 50 foot silver screen was constructed to seat 600 guests, while the adjacent sound stage was dedicated to the after party.

Upon arrival, talent walked the 60’ red carpet, with a backdrop designed to look like the Queen of Hearts castle walls. The red carpet was stacked with A-list celebrities, press and influencers, including the film's stars - Kylie Cantrall, Malia Baker, Rita Ora, Brandy - in addition to the rest of the cast. As talent walked the red carpet, influencers were invited to interact with a series of curated photo vignettes positioned on the other side of the soundstage, including a Queen of Hearts throne, a graffiti wall and a heart-shaped rose topiary. 

Following the red carpet, guests were ushered to their seats and handed popcorn in custom branded “RED” boxes to kick off the screening portion of the night. Disney Branded Television’s president offered a few remarks as soldiers from “Red’s Army” stood motionless around the room. Finally, just as the screening was ending, the queen’s army was “activated” alongside live drummers, and a high-energy, surprise dance performance broke out.

Following the premiere, guests were led to the adjacent soundstage for the after party by the Queen’s dancing army. Music and dance were incorporated in every element throughout the party, including a DJ spinning some top hits, a large Wonderland inspired dance floor, and some surprise performances by TwinSauce and Millenium Dance Company featuring pyrotechnics.