In addition to the immersive displays showcasing Paramount’s IP, the company also noted the night would feature some of its talent as well as musical entertainment.

As opposed to a one-off show in New York, the company will also bring the conversations to agency partners and clients in Chicago and Los Angeles in the weeks to come.

Overall, Paramount noted that the advantage of its model, as opposed to a big, lavish show during May’s usual advertising event, is its ability to discuss the media business through in-depth conversations with clients and partners. The events also give the company a greater share of voice ahead of an increasingly crowded upfront week.

Halley echoed the point of having a greater share of voice to Adweek in March. Following Paramount officially exiting its usual Wednesday evening timeslot during upfront week, both YouTube and Netflix jumped into Wednesday evening with presentations of their own.

“I’m pretty sure that would have happened to us if we’d stayed there,” Halley said, reflecting on the YouTube and Netflix events. “For us, this is about being able to spend quality time in an expanded format and having a more in-depth discussion.”

Though Paramount was the only major publisher to announce it was leaving traditional upfront week presentations last year, The CW has since followed the company’s lead. Earlier this week, the network announced it would exit its usual Thursday morning upfront presentation, instead holding a press event to announce its fall lineup.

Of course, time will tell how attendees respond to the immersive “Popular is Paramount” experience and if the trend of moving away from upfront week becomes more popular as well.