In the United States, Branded Entertainment is a very common and integral part of the media landscape. The government and broadcast regulation organizations have restrictions in place to prevent branded entertainment from publically displaying overtly violent, drug related, and sexual content. Because this piece was showcased at a private tradeshow, the standard government and broadcast restrictions did not apply and the piece could contain military and action sequences that would normally not be fully cleared for general audiences.

The audience was drawn to the content initially by the sheer size and eye-catching design of Activision’s E3 tradeshow booth. The booth had massive logos spanning all sides of the structure, and the main theater screen was so large, that it could be clearly viewed from a far distance and from the surrounding booths. The use of choreographed lighting, pyrotechnic effects, and booming surround sound also contributed to drawing the audience to the theater screen.

This piece was a huge success for Activision at the 2014 E3 tradeshow. The enormous theater screen, and the Call of Duty: Advanced Warfare content generated tons of buzz among the tradeshow attendees. The theater screen was the largest display at the convention, and over the course of the event, pulled in thousands of viewers each day. Press and other media representatives expressed their excitement and awe for the piece through numerous interviews, blog posts, website features, and social media outlets.