Last week, alongside six other Momentum interns, I worked the American Express advance screening of the new Ghostbusters film in New York. It was a great success and an incredible experience helping the American Express BIO (By Invitation Only) and live events group.
Prior to working the screening, I joined planning meetings and began to understand what would happen at the event and its importance for the brand. Card Members paid to attend and for the enhanced viewing experience, with their own red carpet and photographer and themed food and beverage reception.
My role was to be an American Express Brand Ambassador at the screening. Being at the advance briefings raised my awareness of the many glitches that can arise onsite, and how much attention to detail goes into these events to avoid them. I didn’t go to the screening nervous—I was prepared and ready.
Shortly after arriving to the theater—in the middle of Times Square no less—myself and another intern were sent on a mission to find some centerpieces for the reception tables. I have never felt more like a New York City intern than I did running and trying to hail a cab while simultaneously attempting to get as far away from Times Square as possible in order to find an available taxi.
I finally stepped into my Brand Ambassador shoes, assisting Card Members throughout the theater at the film screening. Each of us were given ownership of certain pieces or places within the event to truly understand what each team goes through in order to make an activation come to life. I was managing the red carpet and reception area, with assistance from another intern. I demonstrated for Card Members how they could send their red carpet photos to themselves right after they were taken, and answered any questions that the attendees had about the event. We were really well briefed from our training so I was confident answering any questions that arose. The amount of preparation before the event was worth it—I truly felt like a Brand Ambassador. After the event, I was exhilarated and exhausted but the feeling of having been a part of something so successful made the fatigue well worth it.
Helping run the event was fun and interesting on its own, and even more so because my regular day-to-day internship responsibilities include recently working on a project looking at American Express film screenings and those of competitors. The Ghostbusters screening brought to life what I’ve been researching for the past week. Having experienced one myself, I was able to come back and give even more detailed, real-world reactions and and perfect the deck with my team before it was presented to the client. This entire project has come full circle and now American Express will make further decisions based on insights the team and I uncovered together.
In the end, seeing all of the Card Members’ excited faces and getting everyone into the theater to watch the film was extremely rewarding. Planning, then working, and then recapping the event, I got to see the entire experience through start to finish and understand all that goes into making it come off smoothly. Add in being in Times Square for the premiere of Ghostbusters, and that’s what I call an experience!
Libby Rice is spending her summer as a Business Leadership intern in the NYC office, working mostly with American Express Sports. Libby is a recent University of Michigan – Ross School of Business graduate.