Warner Brothers' event strategy may involve scaling back parties for some of its minor releases lately, in favor of more intimate, more targeted screenings. But Superman Returns is no minor picture. And the simultaneous world premiere screenings in two Westwood theaters for 2,000, along with a blowout after-party for 1,800 at the nearby Veterans Administration property, reflected the film's importance to the studio. "Superman [Returns] is one of our largest films of the year. We never considered doing a scaled-down party for this one," said Courtney Saylor, a vice president of special events for the studio, who declined to comment on the budget. (Although she did say that sponsor DirecTV "made a very generous donation toward the overall budget of the event.")Working with her team—Chad Hudson, Troy Williams, Kelley Lee, and Elizabeth Tramontozzi—over a four-month planning period, Saylor coordinated the screenings at the Mann Village theater and the Mann Bruin theater on Broxton, which was closed and covered in silver-colored carpet. For a charity component, the USC Film School sold tickets for the screening at the Mann; director Bryan Singer is an alum of USC and Warner Brothers C.E.O. Barry Meyer is on the board of councillors. The move raised more than $300,000 for the program.
Fans who had won the right to attend the red carpet arrivals through radio station contests crowded into bleachers, and E! Entertainment Network's broadcast ran on flat-screen TVs outside as well as in the theaters, for guests who had already taken their seats. The theme from Superman Returns played on loudspeakers for gawkers on the next block. ELS handled the technical production, and SEM managed an ambitious security effort.
When the screening wrapped up shortly after 10 PM, guests gathered their party admission passes (printed to look like a front-page news story in the film's famous rag, The Daily Planet) and got back in their cars for the short trip to the party location, a rarely used ball field at the V.A. property, transformed for the event into an activity- and food-filled party space in the shape of Superman's iconic shield.
Event producer and caterer Mary Micucci of Along Came Mary served an eclectic mix including down-home fried chicken, mac and cheese, and biscuits at a station set up to mimic the Kent family farm. Ceviche, shrimp cocktail shooters, a mini burger bar, and copious desserts kept guests well fed at other stations throughout the massive outdoor space, designed by Angel City Designs. Bartenders at ice bars from LA Ice Art served vodka cocktails from sponsor Ciroc. Entertainment included an array of carnival-style games that simulated flying, and a station where guests could get their mugs snapped with Superman by way of a green screen. A well-lighted display showcased costumes from the film.
The event was the studio's biggest of the summer—surpassing another biggie, Poseidon, by 1,000 guests—and Saylor's team is gearing up for Warner Brothers' next big release, Happy Feet, this fall.
—Alesandra Dubin
Photos: Line 8 Photography
Posted 06.29.06
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Fans who had won the right to attend the red carpet arrivals through radio station contests crowded into bleachers, and E! Entertainment Network's broadcast ran on flat-screen TVs outside as well as in the theaters, for guests who had already taken their seats. The theme from Superman Returns played on loudspeakers for gawkers on the next block. ELS handled the technical production, and SEM managed an ambitious security effort.
When the screening wrapped up shortly after 10 PM, guests gathered their party admission passes (printed to look like a front-page news story in the film's famous rag, The Daily Planet) and got back in their cars for the short trip to the party location, a rarely used ball field at the V.A. property, transformed for the event into an activity- and food-filled party space in the shape of Superman's iconic shield.
Event producer and caterer Mary Micucci of Along Came Mary served an eclectic mix including down-home fried chicken, mac and cheese, and biscuits at a station set up to mimic the Kent family farm. Ceviche, shrimp cocktail shooters, a mini burger bar, and copious desserts kept guests well fed at other stations throughout the massive outdoor space, designed by Angel City Designs. Bartenders at ice bars from LA Ice Art served vodka cocktails from sponsor Ciroc. Entertainment included an array of carnival-style games that simulated flying, and a station where guests could get their mugs snapped with Superman by way of a green screen. A well-lighted display showcased costumes from the film.
The event was the studio's biggest of the summer—surpassing another biggie, Poseidon, by 1,000 guests—and Saylor's team is gearing up for Warner Brothers' next big release, Happy Feet, this fall.
—Alesandra Dubin
Photos: Line 8 Photography
Posted 06.29.06
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The Superman Returns party took over a ball field on the Veterans Administration property in Westwood.
An expanse of red carpet welcomed 1,800 party guests after two simultaneous screenings at Westwood theaters.
The centerpiece of the Angel City-designed party was a towering red decor piece bearing the Superman logo.
Among the theme areas around the shield-shaped party space taking their inspiration from scenes in the movie was a Kent farm vignette—where Along Came Mary served comfort food favorites.
Entertainment included an array of carnival-style games that simulated flying.
A well-lit display showcased costumes from the film.
Bartenders at ice bars served vodka cocktails from sponsor Ciroc.
