01
Broader Entertainment Appeal
Music, film, and culture bring together complementary audiences.
Music✦Film✦Creators✦Community✦Five Cities✦Presented by McDonald's✦Music✦Film✦Creators✦Community✦Five Cities✦Presented by McDonald's✦
The Vision
More than an event. A weekend worth experiencing.
What happens when live music, independent film, storytelling, and culture come together in one unforgettable weekend? A traveling destination to discover new voices, celebrate artists, and connect through entertainment.
One weekend.
Multiple experiences.
Multiple cities.
A shared cultural moment.
We're creating an entertainment destination that travels to the audience.
The Opportunity
From a great night to an entire weekend.
McDonald's has a longstanding relationship with inspirational music and culturally relevant experiences, from the Inspiration Celebration Gospel Tour to The Meal Ticket and Black & Positively Golden. The WKND brings those pillars together into one touring festival for music lovers, film fans and creators.
Live inspirational music
Inspiration Celebration Gospel Tour
The WKND Live carries that musical heritage to a new generation.
Brand-backed storytelling
The Meal Ticket & original films
The Screen gives that storytelling a live festival audience in every city.
Community investment
Black & Positively Golden
Creator grants and giveaways turn the platform into real opportunity on the ground.
02
More Meaningful Brand Engagement
Multiple opportunities for connection across the weekend.
03
A Repeatable National Platform
A consistent concept adapted to the character of each city.
An opportunity to build a new national cultural destination with McDonald's at its center.
The Market
The landscape.
Brands are already investing in Black culture through festivals. Here's what they do well, and the space they leave open.
Multi-brand sponsorship
ESSENCE Festival of Culture
Strength: The defining annual celebration of Black culture: music, panels, commerce and community.
Room to grow: One city, one weekend a year. Sponsors compete for attention in a crowded field.
AT&T Dream in Black
Tribeca Festival × AT&T
Strength: Prestige film platform with creator programs and funding for emerging Black filmmakers.
Room to grow: Rooted in New York and industry insiders, with little live music or regional reach.
Single-category programs
Brand-led music tours
Strength: Proven loyalty from music fans and strong local turnout.
Room to grow: Concert-only. Few touchpoints for film lovers, creators or year-round content.
01
Regional reach
No national property brings music, film and creators together across multiple cities.
02
Creator access
Emerging creators are mostly spectators at major festivals, not participants.
03
Category ownership
No quick-service brand owns the intersection of faith-rooted music, film and creator culture.
The WKND brings it together: multiple cities, three worlds, and a seat at the table for creators.
Competitive summaries are based on public information and are illustrative.
Three Signature Worlds
One festival. Three signature worlds.
World 01 · Live Music & Entertainment
The WKND Live
Jonathan McReynolds, invited special guests, inspirational performances and emerging artist showcases.
World 02 · Film Festival & Storytelling
The Screen
Independent films, curated screenings, filmmaker Q&As and emerging creative talent.
World 03 · Community & Brand Engagement
The Culture Experience
Creator conversations, activations, interactive experiences, food and community discovery.
Three experiences. One powerful weekend.
Signature Experience 01 · The WKND Live
Where music takes center stage.
Led by Grammy Award-winning artist Jonathan McReynolds, The WKND Live blends contemporary gospel, inspirational music, storytelling and dynamic guest performances.
- Headline performance featuring Jonathan McReynolds
- Faith-based and mainstream performances on one stage
- Special guest artists and collaborative moments
- An emerging artist showcase
- Artist conversations and intimate storytelling
- Curated performances that reflect each market
The energy of a major concert. The intimacy of a cultural celebration.
The WKND · Recaps
See it. Feel it.
Real moments from The WKND with Jonathan McReynolds — the energy we'll bring to every city.
9:41●●● ▮
W@thewknd
Day II Recap
♥💬↗
9:41●●● ▮
W@thewknd
Event Recap
♥💬↗
Recap · Chicago Pop-Up
The Screen
Signature Experience 02 · The Screen
Where stories take center stage.
A curated independent film festival where audiences discover new filmmakers and connect with the voices shaping the next generation of entertainment.
- Independent feature screenings
- Short-film showcases
- Select premieres & advance screenings
- Cast and director Q&As
- Behind-the-scenes conversations
- Emerging filmmaker spotlights
- Audience-choice recognition
A traveling platform for filmmakers, film lovers, and stories that deserve to be seen. Titles and premiere status subject to licensing and distribution approvals.
Signature Experience 03 · The Culture Experience
Beyond the stage. Beyond the screen.
- Artist & creator conversations
- Creator economy & film industry panels
- Interactive brand experiences
- Creator content lounges
- Community & cultural spotlights
- Food and social experiences
- Shareable photo installations
- Emerging creative workshops
The culture is not just on stage. It's everywhere.
The Film Industry
Where new films find their audience.
Film is a full world inside The WKND, not a side event.
Independent film needs audiences
Festival screenings and Q&As are where new filmmakers build fans, press and distribution interest.
Distribution is shifting
Streaming and direct-to-audience releases reward films that arrive with a live community behind them.
Stories need sponsors
Brand-presented showcases and completion funds help diverse films reach the finish line.
The Creator Economy
Built for creators, not just crowds.
Creators shape what people watch, hear and buy. The WKND gives them a place to learn, connect and create, and gives McDonald's authentic content from every city.
Creator Labs
Hands-on sessions on brand deals, monetization, owning your IP and growing an audience.
Industry Panels
Filmmakers, artists, managers and platform leaders on how creative careers are built now.
Content Studios
Lit, ready-to-shoot pods where creators capture and post from the festival in real time.
Pitch Sessions
Local creators pitch projects to industry and brand judges during Saturday programming.
Grants & Giveaways
Golden tickets. Real opportunity.
Like AT&T Dream in Black at Tribeca, the strongest cultural partnerships give back. This is McDonald's version, in every city.
The Golden Ticket Creator Grant
A proposed grant awarded on stage in each city to an emerging filmmaker, musician or digital creator.
Golden Screen Showcase
The winning short film screens on opening night, presented by McDonald's.
Opening Act Opportunity
A local emerging artist earns a spot on the Saturday WKND Live stage.
Fan Giveaways
VIP upgrades, meet-and-greets, tour passes and eligible app-based offers for attendees.
Grant amounts, prizes and eligibility are proposed and subject to partnership approval and applicable rules.
The Weekend Itinerary
Two days. One unforgettable experience.
Friday
Opening Night — Film & Culture
- Festival welcome experience
- Opening feature or film showcase
- Red carpet and media moments
- Opening night social gathering
Saturday
The Main Event — Community, Music & Experiences
- Community-focused daytime programming
- Daytime film screenings & culture panels
- Brand activations
- Evening WKND Live headline concert
Programming may be tailored to each market while maintaining a consistent national festival identity.
Tour Packages
One concept. 5, 7 or 10 cities. National possibilities.
Choose a 5, 7 or 10-city package. Each market gets a consistent festival experience, featuring the core music and film experience alongside local talent, filmmakers, media partners and community engagement.
5–10
Cities
2
Day Weekend
3
Signature Worlds
Proposed, illustrative markets — to be aligned with McDonald's objectives, venues and artist routing. National consistency. Local cultural relevance.
The McDonald's Experience
Part of the experience. Not just the signage.
01
Presenting Partner Identity
Festival-level recognition across marketing, digital, signage and key touchpoints.
02
The Golden Screen
A proposed McDonald's-presented film showcase with filmmaker conversations.
03
The Golden Lounge
A branded guest experience for photos, creator content and engagement.
04
Fan-First Access
Potential early access, special experiences and eligible brand-led offers.
05
Culture Creator Spotlight
A platform celebrating emerging local filmmakers, performers and creatives.
06
Local Community Moments
Market-specific programming that invites community participation.
Concepts are aspirational. All brand integrations, promotional mechanics and naming rights are subject to partnership approval.
A Platform for Cultural Discovery
Celebrating established talent. Creating space for what's next.
Discovery
A platform for new stories, films and artists.
Connection
Direct access between audiences, performers, filmmakers and creative professionals.
Opportunity
Visibility, programming and learning experiences for emerging talent.
A festival that celebrates culture while helping develop the next wave of it.
Audience & Demographics
A proven audience. Sold out two years running.
Sold out
2024 & 2025
1,200+
Guests in attendance
$65
Avg. ticket · 2024
$45
Avg. ticket · 2025
96%
African American
74%
Female
A proven, paying audience: music lovers, film and entertainment fans, and creators — drawn by faith-rooted and mainstream performances alike. Two straight sell-outs show the demand is already here.
Music Lovers
Fans of gospel, inspirational music, R&B influences and compelling live performances.
Film & Entertainment
Independent film enthusiasts, storytellers, creatives, students and new-cinema seekers.
Creators & Community
Content creators, podcasters, filmmakers, artists and community members building what's next.
Multiple programming formats let audiences engage through the experiences most relevant to their interests.
Built for More Than One Moment
The experience starts before. And continues long after.
Before
Artist announcements, film selections, influencer content, community partnerships, ticket promotion and media outreach.
During
Live content capture, red carpet coverage, interviews, audience content, highlights and interactive engagement.
After
Recap videos, artist and filmmaker highlights, audience storytelling, editorial content and follow-up.
Five festival weekends can create an extended national storytelling campaign.
The National Marketing Engine
National reach. Local energy.
- Artist and talent digital channels
- Film festival & filmmaker communities
- Local radio & entertainment media
- Influencer & creator partnerships
- Community & cultural organizations
- Digital and social advertising
- Local venue & hospitality partners
- McDonald's owned channels*
- Local owner/operator promotions*
Content Opportunities
Festival trailerTour announcementsCity campaignsArtist storiesFilmmaker interviewsRecap content
*Subject to approval. Specific partner commitments and paid media investments will be confirmed during campaign planning.
Measuring the Experience
Designed for measurable value.
Audience
Proposed- Event registrations
- Event attendance
- Program participation
- Film screening attendance
Engagement
Proposed- Activation participation
- Content views & engagement
- Social shares & earned coverage
- Audience feedback
Brand Action
Proposed- Approved promo participation
- QR-code or offer engagement
- Eligible app & loyalty interactions
- Post-event interest
Deliverable: a consolidated multi-city recap with market-level reporting. Categories are proposed, not guaranteed results.
Sample Budget · Five-City Tour
What it takes to bring it to life.
Estimated ranges to produce the full tour of two-day WKND weekends. Final figures depend on venue, market and talent.
Talent & artist fees (headliner, guests, emerging artists)$150K – $220K
Venues (theatre screening + concert hall, 2 days)$60K – $90K
Production (stage, sound, lighting, screens)$90K – $130K
Film programming & screening licenses$15K – $25K
Creator labs, panels & content studios$30K – $45K
Creator grants & fan giveaways$40K – $60K
Brand activations & experiential builds$35K – $50K
Marketing, content capture & recap$45K – $70K
Travel, staffing, security & insurance$35K – $60K
Estimated total · full tour$500K – $750K
Sample estimates for discussion only, not a quote.
The Presenting Partnership
An invitation to present the experience.
National Festival Presence
Recognition across the full five-city experience.
Entertainment Integration
Association with signature music and film programming.
Experiential Activations
Custom brand experiences in every market.
Content & Media
Integrated campaign assets and event content.
Community & Creative
Support for cultural discovery and emerging voices.
Measurement & Reporting
Consolidated recap and agreed performance reporting.
Investment framework to be discussed. No exclusivity, reach or return is implied.
The Invitation
Every city.
One unforgettable
cultural experience.
Music that moves us. Stories that connect us. Experiences that bring us together.
Let's bring music, film, and culture together in a new national experience.
Explore the inaugural five-city partnership