Bauer Media has partnered with AEG Europe, owners of The O2 in London and one of the leading global sports and entertainment companies, to launch Empire Live, a three day immersive entertainment event that will see the film and entertainment industries brought to life.
Empire Live will be held at AEG owned venue The O2 in London in September and will give fans the chance to immerse themselves in ‘the world of movies’ over three days with film programming that includes world premieres, exclusive screenings, curated-bills and pop-up parties. Actors, directors and writers will all gather at the event.
The expansion of the Empire brand follows recent growth of Empire’s print magazine in the latest ABCs, the 20th anniversary of the Jameson Empire Awards and the appointment last year of Terri White as editor-in-chief.
Terri White, editor-in-chief, Empire, said: "The film world never stands still - there is always a great new release round the corner. The same is true for Empire. Our spectacular three-day event at The O2 will be the perfect showcase for all of our content. Our partnership with AEG demonstrates the unique opportunities we can offer commercial partners, as we continue to engage and entertain movie fans as a central part of everything that is great about film and entertainment."
Speaking to The Drum about what the event can offer commercial partners, and how the brand is approaching the marketing of this event to get people interested in physical film events in a world where the face of movie marketing has dramatically changed, White said:
"The rise of experiences continues, with consumers hungrier for them than ever before. The first of a kind in the market, Empire Live offers our partners a unique opportunity to engage with Empire’s highly engaged audience. We’re open to speaking to brands who are looking to be part of something special, positioning themselves right in the heart of the film and entertainment industry. 2015 was the biggest year ever at the box office for cinema in the UK & Ireland, so there is both a big demand from our audience to go out and experience film and for brands to be associated with the film industry and those experiences.
Empire is currently bigger and more influential than ever; just last week we posted an ABC increase across both our print and digital editions and we continue our massive reach across our website, social channels, podcast and newsletter. Events and Empire Live is another opportunity for our audience to engage with Empire and the world of film and entertainment, and for commercial partners to benefit from a truly integrated partnership with the world’s most influential film brand."
In response to more magazines moving to a free model (NME) or publishers going digital-only (The Independent), The Drum asked if Empire is similarly looking at a digital-only model as print sales in the industry decline. White responded:
"Empire is growing – not reducing – its touch points. The print magazine posted both a POP and YOY increase at last week's ABCs. We are now adding events to our other successful platforms - Empire has more opportunities than ever to bring consumers closer to the movies and shows that they love."