Silvercup Studios

Revitalizing NYC's largest full-service film and Television production facility.

The Challenge

Silvercup Studios in Long Island City, Queens, with its iconic sign along the East River skyline, has long been the Northeast's leading independent, film and TV production facility.

But after a production drought in the 1990s, the studio needed to upgrade its image and reposition itself for new growth opportunities.

The studio's owners were also about to undertake an ambitious development project and needed a smart communications strategy to promote its studio business as well as its real estate interests.

The Solution

Marino’s aimed to position the studios as an economic engine for New York City, from name recognition, to jobs and investment, to involvement in community affairs.

We played on Silvercup's many successful productions including HBO series The Sopranos and Sex & the City, NBC's 30 Rock, the WB's Gossip Girl, and USA's White Collar, and its latest additions CBS’s Unforgettable and Person of Interest, to position Silvercup’s principals as industry leaders and experts, especially on the topic of the city and state’s successful tax credit program. The studio was involved in the effort to get the tax credit program extended in 2011, which gave the industry a big boost.

After a successful campaign surrounding a major mixed-use expansion project the studio was planning, Marino also launched the principal’s first luxury market rate residential development in Long Island City, The Industry LIC in 2010.

Marino's strategy reclaimed Silvercup's role as an industry leader and positioned the studio's executives as civic patrons and successful real estate entrepreneurs.

Since engaging Marino, Silvercup Studios has bolstered its image with favorable coverage in a variety of outlets from mainstream publications such as Crain’s New York Business, the New York Times, New York Daily News and New York Post, to entertainment industry publications like Variety and Hollywood Reporter. In 2011, BBC Radio broadcast from the roof of Silvercup Studios to an international audience. Articles about the studio's property development have regularly appeared in a host of real estate publications including, Curbed, The Real Deal, and Real Estate Weekly.

CNN featured Silvercup's founders in a 15-minute segment called "Movers and Shakers," while The New York Times profiled the executive team.

Through Marino’s efforts, the studio's 20th anniversary celebration became a high-profile media event covered by virtually all New York media outlets and national outlets as well.

Marino continues to position the studio’s principals as experts on the exploding film and TV production business in New York and to tout The Industry LIC, as the neighborhood’s premier luxury residence.