Super Bowl-scale of content
This year’s show is anchored around Disney fandom, with the technology looking to create a seamless, immersive experience from the event to the reception. And with Disney having the Super Bowl in 2027, the Big Game served as one of the influences.
“We’ve taken a lot of inspiration from the Super Bowl and sports,” Ferro said. “We have probably the largest lineup we’ve ever had in terms of the number of talent on stage, and we have a new [CEO, Josh D’Amaro], who’s going to join me.”
According to Aryelle Lawrence, svp, sales communications and client brand experience, Disney Advertising, attendees can enter through a tunnel of Disney content, providing a feeling of entering a sports arena, with a sort of pre-game show to set the tone.
“We have an opening that really is fun and playful, culturally relevant, and represents Disney at large,” Lawrence said.
In lieu of four quarters, the programming will showcase four major focuses, with Disney having the Super Bowl, College Football Championship, the Grammys, and the Oscars within six weeks of each other in 2027.
“We’re going to anchor the show in big moments, leaning into those four amongst a sea of others, from a pre-show all the way to a reception, where our guests will have the opportunity to experience the journey or the road to the upfront, to be immersed in the red-carpet-style live events, to feel part of a sports arena, to be able to take photos with beloved talent that spans across both sports and entertainment,” Lawrence added.
According to the executive, Disney will showcase its properties through digital packages that will also carry thematically throughout the event and the reception, with brands, including ESPN, Hulu, Disney+, ABC, and FX, all on display.
“This year’s show matches the epic scale of our portfolio in every way with entertaining performances, immersive moments, lots of shiny stars and a few fun surprises, too,” Shannon Ryan, president, DTC and Disney Entertainment Television Marketing, said.
In addition to showstopping moments, as Disney attempts to outdo its past upfront stunts—which included everything from a Xenomorph from Alien: Earth taking over the stage to about 100 samurai storming the aisles in honor of Shōgun—the surprises continue into the reception. There, attendees will experience forward-looking and iconic Disney content, according to the executives, with a sports-inspired AI activation at the reception set to help cap things off.
The work continues
With the company’s upfront messaging kicking off at its Tech and Data Showcase in January, Disney’s upfront week event is the culmination of all that work. Morris said there will be around 10 full run-throughs of the event ahead of May 12, with additional quick run-throughs to make sure everything goes off without a hitch.
And then once it’s all over, planning begins for next year.
“The minute that the show ends, we’re thinking about how to evolve, how to continue the conversation, how to show up as Disney in a way that differentiates,” Lawrence said.
