By Alesandra Dubin Posted March 14, 2011, 4:00 PM EDT
LOS ANGELES By now, Columbia Pictures' Battle: Los Angeles—about a violent alien invasion of the town—has won the weekend box office and inspired considerable critical flogging. But the party to premiere the picture on March 8 in Westwood contained what critics might have considered only the best parts of the film: its splashy looks and effects. Columbia Tristar Marketing Group senior vice president of special events Alison Bossert oversaw the event, tapping 15/40 Productions to produce and design the party.
Guests hit the arrivals for the screening at the Village Theatre, and the party took place afterward in a nearby parking lot on Broxton Avenue, fully converted for the occasion. 15/40's Craig Waldman described the party as “industrial-looking,” with added drama coming from the double-tiered design of the second-story lounge, supported by a matte black truss structure running down the length of the space.
In the 18,000-square-foot area, a tent was set up on 17-foot legs to handle the two-story, 2,500-square-foot mezzanine and the 10 custom projection screens.
Projection screens wrapped the perimeter with video clips from the film surrounding guests in the world of the movie. The projection screens were set at different heights and depths, but together formed one image to fully engulf guests in the experience.
Sleek black lounge furniture and high-gloss gray tables with clear plexi chairs served as seating. A large center bar with black crystal chandeliers hanging overhead was the centerpiece of the room.