In the new Lionsgate picture My Best Friend's Girl, Dane Cook spends considerable time turning off unsuspecting women with his prickly behavior in clubs and bars. So for the after-party following last night's premiere, Lionsgate director of special events Matthew Clasby tapped Chris Benarroch to produce an event that "had a clubby vibe, straight out of the film," Benarroch said.
To that end, the fete focused on the mood of its host venues, Hollywood's side-by-side Opera and Crimson, where textures abound in plush furnishings, python-skin tiles, and faux fur. "This is a fun, adult romantic comedy, sexy and hilarious. [So the party] was all about the venue—fun, young, Hollywood," Clasby said. "Chris Benarroch always brings me amazing venue options, and Opera and Crimson was no exception. It's sleek, dark, and cozy."
Jameson Irish Whiskey sponsored, concocting signature drinks and bar-top displays. Simple flowers and candles topped tables in the already opulent space, and gobos bearing the film's name decked the walls. The venue catered snacks like crab cakes and a mashed-potato bar, served both at buffet stations and passed, and managed to maintain attentive service despite the size of the meandering crowd. Of the 800 guests who converged on the ArcLight's Cinerama Dome for the screening, 500 attended the nearby after-party. Many chose to walk the distance of a few blocks rather than hassle with moving their cars.
So how did this event tie into Lionsgate's broader strategy this year? "The studio will have hosted at least a dozen events by year's end—some more streamlined as tastemaker-geared and intimate events, and some, like My Best Friend's Girl, are larger, more traditional Hollywood premieres," Clasby said. "The scope really hinges on the type of film and the PR strategy overall. We've got some really exciting things on deck for fall, especially for W and The Spirit.
