BizBash
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
Topics
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • Industry Buzz
  • BizBash Lists
Resources
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
User Tools
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • About Us
  • Advertise
  • Get Featured
  • Press Releases
  • Newsletter Signup
  • Subscribe to Magazine
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  • Production & Strategy
  • Catering & Design
  • Event Tech & Virtual
  • Venues & Destinations
  • Meetings & Trade Shows
  • Sports
  • Advertise
  • Events
  • On-Demand
  • White Papers & E-Books
  • Podcast
  • Magazine
  • Events
  • Awards
  • Subscribe
  1. Production & Strategy
  2. Programming & Entertainment

'Divergent' Premiere Gives Fans Surprise Concert, Midnight Screening Passes

Summit Entertainment treated its wildly enthusiastic young adult fan base to surprise perks and access at the movie's premiere.

Alesandra Dubin
March 27, 2014

Summit Entertainment's Divergent, the latest hotly anticipated offering in the young adult film genre, premiered on March 18—eventually topping the box office with $56 million in sales its first weekend. To go along with the simultaneous three-theater screening in Los Angeles's Westwood Village for 5,000, Chad Hudson Events produced an ambitious interactive fan experience and live performance on the red carpet, plus a tented after-party at the Hammer museum and the street behind it.

Summit Entertainment president of worldwide marketing Nancy Kirkpatrick, senior vice president of publicity Eric Kops, and director of national publicity Amanda Boury oversaw the program, which was intended to harness the power of the wildly enthusiastic fans. That meant engaging and entertaining the teens, rather than keeping them on the sidelines.

Corralled fans who arrived at the event for the red carpet arrivals—which were also streamed live online by Yahoo and into the three theaters for guests—got a surprise after the final cast member made an entrance: organizers then opened up the fan pens and let the assembled throng, which Hudson estimated at around a couple of thousand, stream onto the carpet itself. There, they were treated to a live performance by Zedd, who played music from the movie's soundtrack. (The back wall behind the arrivals carpet dropped to reveal the hidden stage.)

"They made sure they took care of the fans," Hudson said. "It was super exciting to see how excited the fans got to actually go onto the red carpet and be right at the center of all the energy."

And not only did the studio give fans the surprise concert, but Summit also handed out passes to a midnight screening of the movie in the very theaters where the stars sat for the premiere just hours before.

If the strategic approach sounds familiar, it’s because it was a similar setup to the Twilight series’ New Moon premiere, from the same studio and production team in 2009—an event that gathered so much steam, organizers eventually moved premieres for the film's franchise's following installments downtown and actively moved to capitalize on what started as organic fan engagement. That move eventually culminated in a sanctioned camping frenzy worth tens of millions in PR dollars.

Summit Entertainment's Divergent premiered on March 18 with screenings in L.A.'s Westwood Village for 5,000 guests and a tented after-party at the Hammer museum.
Summit Entertainment's Divergent premiered on March 18 with screenings in L.A.'s Westwood Village for 5,000 guests and a tented after-party at the Hammer museum.
Photo: Sean Twomey/2me Studios
The arrivals carpet, which was black with an inset of the movie's logo, saw actors like Shailene Woodley, Theo James, and Kate Winslet pose for photos before the premiere screening. Later, a swarm of fans gathered in the same space for a live performance.
The arrivals carpet, which was black with an inset of the movie's logo, saw actors like Shailene Woodley, Theo James, and Kate Winslet pose for photos before the premiere screening. Later, a swarm of fans gathered in the same space for a live performance.
Photo: Sean Twomey/2me Studios
The party took over the Hammer and a tented space in the adjacent street.
The party took over the Hammer and a tented space in the adjacent street.
Photo: Sean Twomey/2me Studios
Working off the movie's fire theme, Chad Hudson's team built a custom bar outfitted with fiery features for the premiere party.
Working off the movie's fire theme, Chad Hudson's team built a custom bar outfitted with fiery features for the premiere party.
Photo: Sean Twomey/2me Studios
Attendees of the Divergent premiere went home with temporary tattoos, a visual inspired by the movie, in which tattoos figure prominently.
Attendees of the Divergent premiere went home with temporary tattoos, a visual inspired by the movie, in which tattoos figure prominently.
Photo: Sean Twomey/2me Studios
Latest in Programming & Entertainment
FX's 'A Murder at the End of the World' Dinner Party
Programming & Entertainment
Trend Spotted: Murder Mysteries Are Having a Moment at Events
Since 1996, more than 175 people have lost their lives at U.S. concerts, with over 722 deaths reported globally due to event-related crowd incidents. According to the Pink Bows Foundation, 82% of these were caused by preventable hazards.
Programming & Entertainment
How a Tragic Loss Led to This Groundbreaking Event Safety Initiative
For a 2023 event, Pixis Drones created a massive Pac-Man game in front of the Manhattan skyline using 750 drones. Watch a video here.
Programming & Entertainment
Bringing a Drone Show to Your Next Event? Follow These Expert Tips
Makenzie Stokel and Channing Moreland started EVA when they were college roommates in Nashville. The pair, now 30 years old, are on a mission to connect corporate clients with high-quality event entertainment.
Programming & Entertainment
How This Platform Is Simplifying Corporate Event Entertainment Booking
Related Stories
'Twilight' Premiere, 2008
Programming & Entertainment
A Look Back at the ‘Twilight’ Premieres: Live Wolves, Fan Camping, Forests of Foliage
French glitter painter Erik Black specializes in portraits. A typical presentation consists of Black outlining an image in clear glue on dark canvas, then tossing glitter over the piece to reveal it to his audience. Performances include as many as two demos with options like upside-down painting or UV painting in the dark. Black is available for international travel; presentations range from $4,480 to $5,300.
Programming & Entertainment
Entertainment
Matteo Prandoni Bfanyc
Programming & Entertainment
8 Reasons You Should See New York's 'Queen of the Night'
Aqua Cancun Spa Resort media launch
Programming & Entertainment
Corporate Entertainment
More in Programming & Entertainment
Programming & Entertainment
Trend Spotted: Murder Mysteries Are Having a Moment at Events
From mystery-centric dinner parties to true-crime-inspired experiences, more and more events are letting guests channel their inner detective.
FX's 'A Murder at the End of the World' Dinner Party
Programming & Entertainment
How a Tragic Loss Led to This Groundbreaking Event Safety Initiative
The inaugural Showstop Procedure training and certification takes place in Houston this month in honor of Madison Dubiski, who was 23 when she was killed at the Astroworld Festival in 2021.
Since 1996, more than 175 people have lost their lives at U.S. concerts, with over 722 deaths reported globally due to event-related crowd incidents. According to the Pink Bows Foundation, 82% of these were caused by preventable hazards.
Programming & Entertainment
Bringing a Drone Show to Your Next Event? Follow These Expert Tips
Here's how brands and event hosts can safely—and effectively—grab attention with a high-flying drone display.
For a 2023 event, Pixis Drones created a massive Pac-Man game in front of the Manhattan skyline using 750 drones. Watch a video here.
Programming & Entertainment
How This Platform Is Simplifying Corporate Event Entertainment Booking
EVA—which just announced $2 million in funding—bridges the gap between planners and performers, offering a streamlined, tech-driven approach to booking event entertainment.
Makenzie Stokel and Channing Moreland started EVA when they were college roommates in Nashville. The pair, now 30 years old, are on a mission to connect corporate clients with high-quality event entertainment.
Programming & Entertainment
Booking a Controversial Event Speaker? Here’s How to Prepare for the Unexpected
Careful preparation and clear communication are key to managing the risks of booking a potentially polarizing speaker.
Pexels Jibarofoto 2774556
Programming & Entertainment
How to Creatively Execute Stunts at Events—Without Sacrificing Safety
Last month's The Fall Guy premiere grabbed headlines with five action-packed stunts on the red carpet. Learn how the team pulled it off—and see some other jaw-dropping stunt moments we've loved at events.
Action-Packed Stunts at Events
Most Popular
Experiential Marketing, Activations & Sponsorships
Cannes Lions 2025: 90+ Bold Builds and Big Ideas From the French Festival of Creativity
Experiential Marketing, Activations & Sponsorships
50 Cool Event Ideas You May Have Missed From Liquid I.V., Martha Stewart, Foot Locker, and More
Sports
Fanatics Fest 2025: This Mega Celebration of Sports Fandom Returned For a Bigger, Bolder Second Year
Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
Brands & Event Pros
Industry Innovators 2025: 10 Brands That Took Experiential Marketing to a Whole New Level
Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Programming & Entertainment
Event Personalization Moments That Really Worked
Personal touches, from custom playlists to innovative swag, are redefining attendee engagement. Here, event professionals share some of the most effective personalization moments they've created.
For a six-city tour with German gin brand Monkey47, creative marketing agency BMF designed custom silk scarves—which were then styled on site to enhance attendees' personal looks. “We chose scarves over any other branded giveaway because they are definitely having a fashion moment and allowed for guests to still embrace their individuality,” explains Melissa Notaro, a creative director for BMF.
Programming & Entertainment
Smooth Moves: How to Create Engaging Transition Moments at Events
Moving guests from one room to another can be an unexpected place for some surprise-and-delight moments.
“We once had a premiere for a show that was set in New Orleans, and transitioning 250 guests from the screening room to the after-party was an opportunity for us to enhance the experience by bringing in a New Orleans-style second line band—who led the entire audience across a busy NYC street,' remembers Vox Media's Tara Reilly. 'It not only created a smooth transition, but it gave our audience an unexpected experience that was memorable and sparked conversation.”
Programming & Entertainment
Q&A: How Neon Carnival Became One of the Year's Most Coveted Event Invites
Hospitality veteran Brent Bolthouse discusses why the Coachella-adjacent party has stood the test of time, why he refuses to sell tickets, and the hospitality trends he's loving (and hating) right now.
Brent Bolthouse Discusses Neon Carnival 2024
Programming & Entertainment
7 Important Tips for Working with Event DJs
The right DJ can make or break the vibe of your event. Here are some tips for getting it right.
Shutterstock 670249444
Programming & Entertainment
SXSW 2024 Preview: Catching Up with the Festival's Chief Programming Officer on What’s New and Noteworthy
BizBash tapped SXSW’s longtime programming chief, Hugh Forrest, to dish on what to expect at this year’s fest, taking place March 8-16 in Austin, Texas.
South by Southwest 2024 is anticipated to draw 300,000 guests to downtown Austin, Texas, March 8-16 for keynote and featured speaker sessions, music festivals, brand activations, film premieres, over-the-top events, and so much more.
Programming & Entertainment
7 Wellness Trends to Expect at Large-Scale Events in 2024
From tech-infused therapies to sound healing to new food waste efforts, we spoke with seven wellness industry players to find out which trends they predict at big events in 2024.
The team from Carillon Miami Wellness Resort plans to bring a variety of touchless wellness technologies to various trade shows that can offer quick, 10-minute recharge sessions to attendees.
Page 1 of 171
Next Page
BizBash
Follow BizBash
Instagram iconLinkedIn iconFacebook iconTwitter X icon Pinterest iconYouTube iconTikTok
  1. Privacy Policy
  2. CCPA: Do Not Sell My Personal Info
  3. Contact Us
  4. Site Map
© 2025 Connect Biz, LLC. All rights reserved.