Target Premieres Shoppable Film in Los Angeles Ahead of New York Event

By Alesandra Dubin October 2, 2012, 11:57 AM EDT

Two long tables got a chic and decidedly autumnal look for Target's alfresco event.

Photo: Claire Barrett

Target is, apparently, in the movie-making business now. On Thursday, the retailer hosted an intimate premiere at the SLS Beverly Hills for its new film series, Falling for You, an event that included a Q&A with the stars and a five-course dinner menu designed by the Bazaar's José Andrés.

The film, starring big names Kristen Bell, Nia Long, and Zachary Abel and directed by Mad Men's Phil Abraham, is less than 12 minutes in all and will be released via in three episodes beginning today. It will highlight fall fashion, beauty, and home products that are available exclusively at Target, and it includes interactive components that allow guests to shop and share product in each episode by way of a streaming sidebar that doesn't interrupt the movie-watching experience.

Another twist: The short narrative is actually a love story starring characters whose role it is to pitch ideas for the production of a big Target fall event in New York. Indeed, the party is actually scheduled for that city on October 10, and it will also stream live as a continuation of the movie, merging the scripted story with real life.

How's that for a meta moment for the event world?

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