CORPORATE EVENTS

Disney Upfront 2026: Immersive Live Event Production at Scale

THE CHALLENGE

Push the boundaries of live event production to deliver a seamless, immersive experience worthy of Disney’s biggest annual moment.

THE SOLUTION

NMR delivered a fully integrated production architecture including audio, video, lighting, automation, AI, and content systems working as one.

THE RESULT

Delivered a production that set a new standard for live corporate events and reinforced NMR as Disney’s trusted partner for their highest-profile moment of the year.

01 the CHALLENGE

Disney’s biggest night demanded a production to match.

Brand Moment at Scale

Disney’s Upfront needed to feel as epic as its portfolio. Entertainment, sports, and streaming all represented under one roof for its most important advertiser audience of the year.

Never-Been-Done Technology

The production called for automation, display, and audio systems pushed beyond what had previously been attempted in a live corporate event.

Seamless Show-to-Reception Flow

The immersive experience couldn’t stop when the show ended. The tech and theming had to carry continuously into the reception.

Venue Complexity

Supporting 183,000 pounds of equipment across 300+ rigging points inside the Javits Center required meticulous structural planning and load coordination.

02 the SOLUTION

A fully integrated production architecture built for the moment.

Custom LED Automation

Seven tons of LED walls moved unlike ever before, splitting upstage rather than opening horizontally and creating dynamic entry points across 40+ meters of LED.

Clear LED Technology

Transparent LED displays spanned the stage and reception, creating depth and an illusion of infinite space.

L-ISA Spatial Audio

In partnership with L-Acoustics, NMR deployed 120+ speakers to bring concert-grade spatial audio to the event.

Rigging and Load Engineering

300+ rigging points supported 183,000 lbs overhead, engineered within one of New York’s largest venues.

Tell Us About Your Project

03 the results

A new benchmark for live corporate event production.

Immersive End-to-End Experience

The fandom-anchored theme carried seamlessly from the first moment of the show through the final moment of the reception, creating a unified guest journey across both spaces.

Industry-First Automation

The movement of the LED walls marked a genuine first in live event automation, expanding what’s considered possible at this scale.

Elevated Audio Standard

Spatial audio technology previously reserved for rock concerts redefined the sensory experience for a corporate audience.

Strengthened Client Partnership

The execution deepened Disney’s trust in NMR as a strategic production partner, continuing a four-year relationship built on consistently raising the standard.