NBC and Verizon use the power of 5G to reimagine Macy's Thanksgiving Day Parade®
November 18 2019 - 12:15PM
NBC, Verizon, and Macy's will take the annual, Emmy-nominated
360-degree livestream of Macy's Thanksgiving Day Parade® to new
heights with next-generation 5G technology powering an immersive,
augmented reality and hologram experience.
For the first time, NBC and Verizon are
harnessing the power of 5G to bring viewers even closer to the
parade action. A 5G Portal can be experienced in the Verizon
activation area at Bryant Park throughout the duration of the
Parade transporting Parade-goers to the grandstands in Herald
Square. The 360-degree 5G Portal experience puts viewers in control
of how they view and focus on the balloons, floats and performers.
This type of unique experience is made possible on Verizon’s 5G
Ultra Wideband network; and it is why Verizon has initially focused
on bringing 5G to public spaces -- indoor arenas, stadiums, parks
and business centers.
In addition to the 5G Portal and for those who
can’t make it to Bryant Park, viewers can again watch the parade as
a multi-camera, 360-degree livestream. As part of this broadcast,
viewers will be treated to Virtual Balloons that will animate and
transform based on fan feedback with fun facts that appear
alongside physical Parade floats and performers, a crowd pleaser
from last year’s Parade. The livestream will also feature
holographic celebrity appearances throughout the Parade route.
Reporting live from across New York City, hosts
Terry Crews and Lilly Singh, host of “A Little Late with Lilly
Singh,” will take the stage at Central Park South where Verizon Up
ticket holders will have VIP access to the Parade route. Christian
Acosta and Nastassja Bolivar will be front and center in Bryant
Park, and television personality and bestselling author Ross
Mathews will steer the 360 Roving Camera inside the Parade, giving
viewers a never-before-seen perspective.
"Macy's Thanksgiving Day Parade is an
institution that continues to bring families together across
generations, and with new technologies like 5G, we're able to
introduce audiences of all ages to new ways to catch the action
wherever they are," said Mark Marshall, President, Advertising
Sales and Partnerships at NBCUniversal. "We're thrilled to be
partnering with Verizon for the 4th year in a row to give fans on
6th Avenue and at home a fresh perspective on a beloved annual
tradition."
“Together with NBC and Macy’s, we’re able to
demonstrate how the power of Verizon 5G will help to reimagine one
of the biggest cultural moments of the year,” said John Nitti,
Chief Media Officer, Verizon. “We’ve been creating innovative
viewing experiences since we launched the first-ever Macy’s Parade
360 livestream three years ago and now our 5G Portal will put
viewers at the center of the action and allow them to be part of
the Parade like never before.”
“We are thrilled that our partnership with NBC
and Verizon will bring fans closer to the magic of the Parade this
Thanksgiving,” said Susan Tercero, executive producer of Macy’s
Thanksgiving Day Parade. “The new 5G experience, immersive
AR-powered 360 livestream and holographic effects will add a new
level of innovation to the spectacle, giving fans more ways to
enjoy this beloved annual tradition.”
Viewers can tune into YouTube at 8:30am ET for
360 Livestream pre-show, and at 9:00am ET to kick-off the full
Parade experience. Viewers can also experience the 360 livestream
via Verizon Media, XBOX, and NBC.com.
About Verizon:Verizon
Communications Inc. (NYSE, Nasdaq: VZ), headquartered in New York
City, generated revenues of $130.9 billion in 2018. The company
operates America’s most awarded wireless network and the nation’s
premier all-fiber network, and delivers integrated solutions to
businesses worldwide. With brands like Yahoo, TechCrunch and
HuffPost, the company’s media group helps consumers stay informed
and entertained, communicate and transact, while creating new ways
for advertisers and partners to connect. Verizon’s corporate
responsibility prioritizes the environmental, social and governance
issues most relevant to its business and impact to society.
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Media Contacts:Katie
MagnottaKatie.magnotta@verizon.com201-602-9235
Lauren SchulzLauren.schulz@verizon.com845-500-8272Twitter
@5GLauren
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