With Memorial Day around the corner, county fair season is heating up around the country. In Los Angeles on May 15, the premiere party for Seth MacFarlane and Universal Pictures’ new western comedy, A Million Ways to Die in the West, borrowed time-honored themes from those homespun American events, interpreting them in traditional as well as over-the-top takes on decor, food, and activities based on the movie’s scenarios and props.
Working with Universal's Hollace Davids, here’s what producer NVE did to transform a Westwood parking lot into a wacky western-theme space following the screening at Regency Village Theatre.
A Million Ways to Die in the West premiered in Westwood with a country fair-theme party filled with props such as a vintage 1920s stagecoach.
Photo: Doug Hac
Projection mapping of time-lapse desert scenes illuminated the façade of an adjacent building and was designed to immerse guests in the feeling of the Wild West. The opposite wall included a projection of a waning moon set against a night sky.
Photo: Doug Hac
Inspired by the mustache barbershop in the film, a “Moustachery” station included an interactive quiz that matched guest personalities with mustache styles. So-called “barbers,” actually brand ambassadors, handed a custom card to guests that explained the mustache that best fit their character. Guests then took selfies of their new mustache looks in vintage mirrors with the hashtag #AMillionWays.
Photo: Doug Hac
Repurposed wood planks and vintage whiskey barrels served as the materials for custom tables, which were topped with Mason jars and wildflowers. SBE provided the catering, which included western-theme food such as barbecue chicken, Texas-style beef chili, pulled pork tacos, and corn on the cob.
Photo: Doug Hac
Decor included props from the film, including a 1,600-pound ice block and giant unicycle. In addition, Universal gave producer NVE full access to the studio's props department, and the team pulled general western props as well as movie-specific items to create the overall look.
Photo: Doug Hac
A custom photo studio encouraged guests to put on vintage cowboy hats and vests, then pose seated on ranch-style cowhide chairs.
Photo: Doug Hac
Complementing the movie props in the space, bales of hay, Mason jar candle holders, and burlap drapery rounded out the party’s Americana look, and classic carnival activities included a high-striker game, a shooting gallery, a gun-dual game, and a ring toss.
Photo: Doug Hac
Bluegrass band American Primitive provided the entertainment with musicians on banjo, guitar, upright bass, and fiddle.
Photo: Doug Hac
