Paramount Brings Iconic Arch to Mipcom as Stands Reflect Market

Step outside Le Palais des Festivals in Cannes during the Mipcom conference, and visitors are greeted by an unexpected sight: an exact 90% scale replica of Paramount Studios’ iconic Bronson Gate. Nestled between the conference center and the French Riviera, this meticulous model arch is affixed via cleverly concealed aluminium and wood scaffolding. It marks the entrance to the studio’s massive 6,000-square-foot exhibition tent at the premier international content marketplace.

The installation has quickly become a major talking point and a magnet for attendees eager to snap selfies with a piece of Hollywood history relocated to the Mediterranean coast. Lisa Lasarenko, Paramount’s senior vice president for marketing and creative services, noted that the structure has generated immense engagement, capturing the essence of Hollywood and bringing it directly to the heart of Cannes.

On either side, the replica gate is bordered by a trompe l’œil print of the Paramount Studios soundstages. These backdrops are emblazoned with posters promoting some of the studio's biggest ticket titles being peddled at the market, which runs from October 12 to 15. Among the highlighted projects are high-profile titles such as 'The Angry Birds Movie 3', the Johnny Depp-led 'Ebenezer', and 'NCIS: New York'.

Designing and executing the ambitious project was no small feat. Paramount wanted to do something radically different from traditional convention displays, leading them to partner with design agency Glow Studios. The entire structure took roughly three weeks to build and ship over from the United Kingdom. To ensure absolute authenticity, Glow founder James Schnauer flew out to Los Angeles specifically to photograph the original arch. This allowed his team to reverse-engineer the architectural details and produce a precise 3D-printed model, right down to the intricate filigrees found on the historic landmark.

The meticulous attention to detail is designed to offer clients an immersive brand experience that cannot be replicated through standard digital presentations or simple banner displays. In a competitive global market where major studios fight for attention and buyers' budgets, experiential marketing like Paramount's Bronson Gate replica proves that physical presence and creative spectacle still hold immense value. As the entertainment industry continues to navigate evolving market realities, bold physical activations are emerging as an essential tool for cutting through the noise.