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ATV & SONY STUDIOS PREMIERE ACTIVATION

In a world filled with premieres and red carpet events, studios constantly look for ways to innovate film releases in exciting ways. Sony Picture’s youth-driven release, The Fifth Wave, was no exception. The film release was already linked to media company AwesomenessTV, who is known for capturing the young adult market through custom branded digital content broadcast to millions of subscribers. ATV and Sony turned to JJ|LA to concept and produce a live stunt, where ATV could film and capture content from their social influencers and film fans, and tie the entire activation to the release of the film. JJ|LA produced a one-day experience at the popular LA shopping destination The Grove, where fans were entertained by a variety of ATV Talent and were even given a chance to meet film stars. Following the stunt, fans were treated to an exclusive premiere screening of the film. 

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