LOS ANGELES It was the uncommon Hollywood movie premiere that drew more guests in light-up sneakers than tottering stilettos: Relativity Media invited the whole family out to the world premiere of Mirror Mirror at Grauman's Chinese Theatre. Guests of all ages came out for the screening followed by a family-friendly party at the Hollywood Roosevelt.
Relativity director of events and special projects Jade Alex oversaw the event, tapping ELS and event producer Eric Rutherford on the arrivals red carpet at Grauman’s, where a “princess pavilion” encouraged all 1,300 guests—including the film's star, Julia Roberts, and Victoria Beckham, who brought all her kids—to accessorize in princess paraphernalia prior to the start of the movie.
Afterward, the crowd moved to the Hollywood Roosevelt, where Wendy Creed Productions created custom Mirror Mirror games with prizes. Six game stations included whimsical activities like “Snow White's Bow & Arrow,” “Seven Dwarfs Sling Shot Gallery,” and “Poison Apple Toss.” Kids won prizes like apple-shaped pens, snowflake slap bracelets, and feathered masquerade masks, all sponsored by Oriental Trading Company.
Oriental Trading also sponsored the five arts and crafts stations, which included sword and wand decorating, fabric butterfly painting, coloring sheets that staffers laminated into place mats, and crown decorating. At a photo opportunity, guests could snap their mugs with the film's star (Lily Collins) as Snow White via green-screen effects. Airbrush artists, face painters, and color hair-extension stations rounded out the experiences.
The event also included an installation of the costumes from the film, which came from designer Eiko Ishioka, who died in January. Organizers celebrated Collins' birthday with a huge red velvet cake in the shape of a three-dimensional red apple.