The World Premiere has concluded.

New dates for The Way Upfronts^TM will be announced shortly.
Please contact wayupfronts@sugar23.com for more information.

HOST COMMITTEE

Our host committee believes in the value of early brand collaboration in the creation of entertainment. We view The Way Upfronts™ as an important new marketplace to remove the distance between Hollywood and marketers, benefitting all parties – brands, creators, talent, distributors & audiences - in new ways.

SCARLETT JOHANSSON

Academy Award®-Nominated
Actor, Director, Producer, Founder
of These Pictures

STEVEN SODERBERGH

Academy Award®-Winner, Director,
Producer, Screenwriter

ELIZABETH BANKS

Emmy®-Nominated Actor, Producer,
Director and Writer, Founder of
Brownstone Productions

COLIN JOST

Emmy®-Nominated Writer,
Actor, and Producer, Founder of
Plan C Productions

TOM BRADY

7x Super Bowl Winner, Entrepreneur, CEO,
Founder of Shadow Lion

JOHN LEGEND

Award-Winning Musician, Producer, and
Actor, Founder of Get Lifted Film Co.

MICHAEL SUGAR

Academy Award®-Winning Producer,
Founder of Sugar23

MATT ROTONDO

Head of Brands, Sugar23

As producers of premium entertainment, we’ve found brands to be incredible partners for developing projects. For decades, the system has been set up to create distance between the people who create premium entertainment and brands. Through The Way Upfronts™, we set out to bridge this gap, at scale.

Michael Sugar

Academy Award®-winning producer
and founder of Sugar23

Matt Rotondo

Head of Brands, Sugar23

DRAG