Paramount's new picture Transformers: Revenge of the Fallen is 147 minutes of intense, nonstop visual and aural stimulation. So naturally, the studio's event team would arrange a premiere along those same lines. The event on Monday night was part of the Los Angeles Film Festival.
"We wanted to capture what [director] Michael Bay captures in his films: visually appealing, stunty, and impressive," said director of special events Elizabeth Tramontozzi, who worked with manager Amy Baker, coordinator Samantha Kolker, and assistant Jacob Marez. "We wanted to take those elements and have them be what the premiere felt like."
For simultaneous screenings at Mann's Village and Bruin theaters in Westwood, the arrivals took over Broxton Avenue with a spectacle that drew fans, U.C.L.A. students, and passersby to crowd all surrounding sidewalks. Tramontozzi tapped 15/40 Productions to design a 200-foot-long machinery-inspired arrivals area in a double-sided horseshoe design to accommodate a throng of press. A pair of the robot-vehicles from the movie flanked a double-sided 125-foot-long metal step-and-repeat wall. Fans were penned on both sides of the carpet, and occupied bleachers at the top.
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