When Hollywood magic lands in New York City, the production standards must be nothing short of spectacular. We recently had the pleasure of transforming the entrance of the SVA Theatre on West 23rd Street into a vibrant, immersive world for the Smurfs movie premiere.
At NYC Photo Party, we specialize in creating red carpet moments that stop traffic. For this event, however, we traded the traditional red for something a little more… Smurfy.
Here is an inside look at how we designed and installed a massive, custom Step & Repeat production that set the perfect stage for the stars, the press, and everyone’s favorite blue characters.
The Challenge: Creating a Seamless “Smurf Blue” World
Movie premieres are high-stakes events. You have photographers from major outlets, video crews capturing interviews, and talent walking the carpet. Every angle needs to look flawless.
For the Smurfs premiere, a standard setup wouldn’t cut it. The goal was to create a massive, branded environment that felt expansive and high-end. We needed to cover a significant amount of space while ensuring the lighting and materials looked perfect on camera.
The Solution: A Custom 30-Foot Step & Repeat Experience
To match the energy of the film, we deployed one of our largest and most robust setups.
The Backdrop
The centerpiece was a 10-foot tall by 30-foot long Sleek Fabric Step & Repeat.
Size matters when you have groups of cast members posing together. This extra height and length ensured that no matter how wide the camera angle, the branding remained visible and the background stayed consistent.
We used our signature Heavy Knit, Wrinkle-Free & Glare-Resistant Material. This is crucial for press events. Vinyl backdrops often catch the flash of cameras, creating unsightly hot spots in photos. Our fabric soaks up the light, providing a matte, clean finish that makes logos pop and skin tones look natural.
To give the backdrop a finished, architectural look, we added custom side wall returns. This enclosed the space slightly, hiding the support structure from the sides and giving the entire setup a more polished, 3D appearance.
The Support System
Holding up a 30-foot wall of fabric requires serious hardware. We utilized our Heavy Duty Aluminum Stand & Framing System. This ensures the wall stays perfectly taut and safe, regardless of the bustle happening on the carpet.
The Lighting
A backdrop is only as good as the lighting hitting it. We installed two Professional Step & Repeat LED Lighting Kits. These lights are designed to wash the fabric evenly, eliminating shadows and ensuring the logos are crisp and readable for every photo taken.
Rolling Out the (Blue) Carpet
The most striking feature of this installation was the ground itself.
While we provided our standard inventory carpet runner with 10 stanchions and velvet ropes in sleek black to guide the flow of traffic, the main attraction was the custom flooring.
We produced and installed a massive 75-foot by 12-foot Custom Color Carpet Runner in “Smurf Blue.”
This wasn’t just a rug; it was a runway. The vibrant blue extended the branding from the wall to the floor, creating a fully immersive zone. When talent walked in, they weren’t just walking near a poster; they were stepping into the movie’s universe.
Full-Service Production at SVA Theatre
The SVA Theatre is a staple for NYC premieres, located right in the heart of Chelsea. Executing an event here requires precision and speed.
Our professional team handled the complete delivery, set up, and breakdown service. We managed the logistics of getting the heavy-duty framing, the custom 75-foot carpet, and the lighting rigs into the venue and assembled well before the first guest arrived.
When the premiere ended, we struck the set efficiently, leaving the venue exactly as we found it.
Elevate Your Next NYC Event
Whether you are launching a blockbuster movie, hosting a corporate gala, or throwing a private party, the entrance sets the tone for the entire night. A professional Step & Repeat is more than just a photo backdrop, it’s the first impression your guests receive.
Check out our gallery to see how we can customize backdrops for any occasion:
View Our Step & Repeat Productions
Contact the NYC Photo Party Team
Ready to create your own red (or blue) carpet moment?
We provide end-to-end production for:
- Movie Premieres
- Corporate Events & Trade Shows
- Charity Galas
- Brand Activations
- Private VIP Parties
Don’t settle for a wrinkled vinyl banner. Let us build a professional, glare-free, and stunning entrance for you.
Contact Us Today to Get Started
