Variety, Target, People to sponsor event
The pre-Emmy frenzy has a major new bash.
The Motion Picture & Television Fund has unveiled a pre-Emmy fund-raiser, launching an inaugural Evening Before party in Century City on Sept. 15. Major sponsors for the Evening Before include Variety, Target and People magazine.
Event aims to duplicate the success of the fund’s pre-Oscar Night Before party, which has raised $23 million in its five incarnations since it was launched by MPTF chairman Jeffrey Katzenberg and Variety in 2003.
Katzenberg said that establishing a fund-raiser tied specifically to the Emmys made sense, in light of strong ongoing support shown by television industry execs, producers and stars for the Night Before parties. “We realized that we should create an event focused first and foremost on the TV community,” he added.
Katzenberg will be the host, with Tom Hanks and Rita Wilson already signed on as co-hosts. And as with the Night Before, the guest list will be around 800 and aim for a low-key feel.
“What Jeffrey’s always wanted to do is to make this like having friends over to his living room,” said MPTF chief exec Ken Scherer.
The party’s taking place in the park area between Avenue of the Stars and Century Park East, adjacent to the Craft Restaurant on Constellation Boulevard.
This year’s Night Before — held at the Beverly Hills Hotel — raised $7.5 million in the largest single event in the Los Angeles area in terms of funds raised.
The 86-year-old MPTF, based in Woodland Hills, serves as a vehicle for offering charitable relief for those in the film and TV industries. The fund provides assistance to 100,000 individuals annually through five health centers, a residential retirement community and child-care center, as well as human services and financial assistance.