By Jay E. Moyes
YNOT – As publicists at Black and Blue Media, Sherry and I have lost count of the red carpet events we’ve worked. For us, the red carpet is a key element to promote an ongoing event, and it’s a tremendous win-win. When done right, a red-carpet procession makes the event look good, the talent look good, the venue look good and even the press look good. It’s the sort of thing that makes a press kit sing, and spreads the word to press and public alike.
What stuns me the most is how unprofessional event producers and venues can be about the process. Here are the top seven myths Sherry and I have had to debunk.
Myth No. 1: If we have a red carpet, they will come.
A successful red-carpet event requires more than simply lying a piece of red fabric on the ground. Do you have a well-lit media wall as a backdrop? Have you put out a press release and posted to the celebrity invite sites? Is the line for the red carpet separate from the customer line? Is the space so cramped the photographers have to fight with each other and your guests to get a photo? Are you located in a celebrity friendly area like Hollywood or New York?
Myth No. 2: Photographers and celebrities will stay and party all night.
Wanna bet? The photographers we know want to get celebrity shots and move on. Many celebrities just want to get their pictures taken and head out. The mark of a good event is when photographers return, saying “you’re much better than….”
Myth No. 3: Celebrities want to have their picture taken at my event.
Whoa there! We’ve known many Hollywood people who absolutely do not want their pictures taken at any adult event. Most celebrities have morality clauses in their contracts. One celebrity sent regrets with “My agent says he’ll drop me if I come to this.” We’ve seen our fair share of mainstream actors at adult events, but often they’re just there to have some unpublicized fun.
Myth No. 4: Celebrities attend to take advantage of free publicity.
Wrong! I’ve considered myself lucky to have porn talent attend for free. Many top names in talent, porn and mainstream, will want money to have their name or face associated with your event. If you’re inviting them, make sure they’re cleared for the guest list and the VIP area, and don’t be stingy with drink tickets. If you want Lady Gaga, be ready to pay for the privilege.
Myth No. 5: Photographers should pay for the privilege of shooting my event.
Who do you think you’re kidding? Photographers are not there to party—they’re there to work. Many photographers I know don’t even want to go inside the event because it’s too dark and crowded. If they weren’t selling the photos, they wouldn’t be professionals and you wouldn’t want them getting in the way. By the same token, don’t assume you deserve a cut of whatever they earn. Develop a relationship with photographers, because if you want copies of their photos to promote your event, they may want a little something in return.
Myth No. 6: The venue will have no problem with a red carpet.
Many venues hate them. Some hate the press even more. Security hates the whole idea. There are municipal code issues if the media wall is outside. Celebrities show up without ID. Press members don’t pay and won’t stay around to buy drinks. Some venues ban cameras and video. One venue put the red carpet in the alley; another put the media wall on the roof. Plan it out, talk it out, get it right.
Myth No. 7: Red carpets are too much hassle, so we’ll just do without one.
One performer’s first question is always “Will there be a red carpet?” Sherry and I have worked only one great event that did not have a red carpet and allowed no photographers. That was Carnavale De Sade. It was their last night.
Leaving out the red carpet reduces your event to just another party. Not having a way to showcase your celebrity guests reduces your visibility. It also reduces the visibility of your sponsors. At least set up a media wall, press area or photo booth where the press can make you shine. You’re already in a battle to be more than just another night in the city, so make your event count.
Jay E. Moyes is a publicity consultant with Black and Blue Media. The firm handles publicity for New York Rubber Ball and Miss Rubber World, as well as a variety of individuals and companies. Black and Blue Media also has provided publicity for Bondage Ball, Fetish Nation, Sexopolis and the Los Angeles Fetish Film Festival.
