When Paramount rolls out the red carpet June 25 for its latest Transformers sequel, a sideline transformation will also be on display. Instead of Westwood, CA, Michael Bay and co. will be tub-thumping in front of a New York marquee.
According to The Hollywood Reporter‘s Pamela McClintock, Transformers: Age of Extinction is one of a number of 2014 Hollywood tentpoles to notably premiere in NYC rather than LA. This is due, she writes, to the rise of fly-backs by stars from far-away international destinations and… Jimmy Fallon:
“We are probably doing double the number of premieres in New York than we did three or four years ago,” says Craig Waldman, founder of events production company 15/40…
Waldman agrees the Fallon move [from Burbank to Rockefeller Center] – coupled with ratings that are up 34 percent compared to Jay Leno‘s in the 18-to-49 demo, which summer movies target – has solidified New York’s appeal: “I would say that 30 percent to 40 percent of all premieres are in New York now.”
Fallon this week, from Orlando, has been banging the drum for his parent company’s theme park division. The week-long road trip opened with Fallon and Higgins at the new Harry Potter attraction and has also included footage of The Roots tackling one of the scarier Universal Studios Florida rides.