Picture it: mid-January, snow on the ground, winter in full effect, and the girls at Sassafras just ramping up for what they know will be an unbelievably busy three months. That’s because CinemaCon planning has started and even though the conference isn’t until April, there are only a few million things to decide, plan, design, and execute before then.

So Let’s Back Up — What Exactly is CinemaCon?

CinemaCon is the largest and most important gathering for the worldwide motion picture theater industry. It’s a global event that attracts attendees from more than 80 countries, including theater owners, operators, and movie studios who are there promoting upcoming releases. Studios such as Disney, Universal, Fox, and theatres such as AMC, Regal, Cinemark. Concession manufacturers and dealers, theater equipment (like carpet and seating) reps, marketing and advertising folks, celebrities promoting upcoming films, and a whole lot of others are also in attendance!

Why Does Sassafras Attend CinemaCon Every Year?

Coca-Cola is the Official Presenting Sponsor of CinemaCon and is also one of Sassafras’ clients. We help support Coke on a number of details leading up to and during the event. We do everything from planning the layout and design of the tradeshow booth and all of the details that go inside it, creating articles and ads for publications, creating videos for some of the screens throughout Caesars Palace, and helping to ensure the event runs smoothly for Coke. Andrea Oliver heads up the cinema business at Sassafras and has been attending CinemaCon for the past 5 years. And did you know that Coca-Cola serves product in over 90% of all movie theaters? Coke is one of the industry’s greatest and highly regarded and respected partners in the world of movies.

Check out some pictures from the booth below. This year, the theme for the booth was all about the love of Coke and popcorn. We wanted attendees to feel the connection of walking into a theatre, smelling the delicious aroma of fresh popcorn, and craving an ice cold Coca-Cola. The two paired together are what makes going to the movies such a treat for moviegoers!

Here are a few pics of our work from around Caesars. These images were from a photoshoot Sassafras coordinated in NYC a couple of years ago.

Sip Back & Smile while you watch a cool video we created that played at the final awards show:

This is Sassafras’ 8th year supporting Coke on CinemaCon. For even more behind-the-scenes stories and pictures, follow Sassafras on Instagram.