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The Way Upfronts™ is an invitation-only event for brand marketers and premium entertainment creators and talent. Brand executives who do not have an invitation password and wish to attend can email  RSVP@sugar23.com to request an invitation.

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HOLLYWOOD'S BEST CREATORS SHARE DEVELOPMENT-STAGE PROJECTS WITH BRANDS FOR COLLABORATION

VIRTUAL MARKETPLACE

MAY 7-8, 2024

12:30-4 pm ET (Daily)

An exclusive summit featuring first-look presentations of early-stage TV and film projects directly from today's leading producers and talent. Supported by conversation on the business of brand x Hollywood collaboration; from content development to financial modeling strategies to distribution.

Invitation Only | Non Transferable
RSVP

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 photo
SCARLETT JOHANSSON
Academy Award®-Nominated
Actor, Director, Producer, Founder
of These Pictures
Steven Soderbergh photo
STEVEN SODERBERGH
Academy Award®-Winner, Director,
Producer, Screenwriter
Elizabeth Banks photo
ELIZABETH BANKS
Emmy®-Nominated Actor, Producer,
Director and Writer,  Founder of
Brownstone Productions
Colin Jost photo
COLIN JOST
Emmy®-Nominated Writer,
Actor, and Producer,  Founder of
Plan C Productions
Tom Brady photo
TOM BRADY
7x Super Bowl Winner, Entrepreneur, CEO,
Founder of Shadow Lion
John Legen photo
JOHN LEGEND
Award-Winning Musician, Producer, and
Actor, Founder of Get Lifted Film Co.
Michael Sugar photo
MICHAEL SUGAR
Academy Award®-Winning Producer,
Founder of Sugar23
Matt Rotondo photo
MATT ROTONDO
Head of Brands, Sugar23

Rethink the Hollywood experience for brands

ENTERTAINMENT IS EXPENSIVE.

Not anymore. Some early-stage projects may require only development support (5 or low 6-figure investments) to prepare pitches for distributors, who ultimately provide project funding.

Everyone makes money but me.

Not anymore. When brands support projects early through The Way Upfronts™, funding becomes an investment that will deliver return, and often profit.

There’s little room for brand input.

Not anymore. These projects invite an unprecedented level of input, ensuring a bespoke role for the brand, and strong brand resonance with audiences.

WHAT TO EXPECT

tomorrow’s hits

We’ve hand-selected producers who have created the biggest global TV shows, movies, documentaries, and podcasts in development. They join us to share their favorite projects in development, inviting brand collaboration.

insights

Each day begins with first-of-kind transparency into how entertainment gets made:

  • Day 1 – the How & Why (ROI) of entertainment for any brand

  • Day 2 - the financial models depicting entertainment as an investment, not an expense

inspiration

Sugar23, our host committee and these exceptional producers all believe this forum can change how brands and Hollywood collaborate.

SEE PROJECTS FIRST

You will see projects before they're shopped to networks - projects that are pre-screened and vetted for relevance to attending brands. Themes include:

SPORTS
Music
FOOD
Travel
Family & Kids
Business
DIVERSITY
Strong Female Voices
LGBTQ+
Sustainability
Education
Wellness

AND MORE...

Quotation mark graphic

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
Founders photo

FULL SCHEDULE AVAILABLE SOON

Queer Eye

Big Ideas for a Small Planet

The Gentle Art of Swedish Death Cleaning

Shaq Life

Celebrity Beef

Making the Cut

Elizabeth Banks

Pitch Perfect

Pitch Perfect 2

Charlie's Angels

Scarlett Johansson

projects in development, none released

Colin Jost

none released

Kid's Court in development

Tom Brady

Tom vs Time

Z: Made for This

Defining Moments x DMSE

John Legend

Jingle Jangle: A Christmas Journey

Loudmouth

We Dare to Dream

Issa Rae

Insecure

A Black Lady Sketchshow

Project Greenlight: A New Generation

Josh Gad

The Wall

Battle of The Network Stars

Spin The Wheel

Chef's Table

Cheer

Accepted

Venus and Serena

Salt, Fat, Acid, Heat

Hip Hop: The Songs That Shook America

FULL SCHEDULE AVAILABLE SOON

DRAG