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  1. Venues & Destinations
  2. Canada
  3. Vancouver

Family-Friendly 'Mirror Mirror' Premiere Draws 1,300 Guests for Costumes, Crafts, and Games

Alesandra Dubin
March 23, 2012

It was the uncommon Hollywood movie premiere that drew more guests in light-up sneakers than tottering stilettos: Relativity Media invited the whole family out to the world premiere of Mirror Mirror at Grauman's Chinese Theatre. Guests of all ages came out for the screening followed by a family-friendly party at the Hollywood Roosevelt.

Relativity director of events and special projects Jade Alex oversaw the event, tapping ELS and event producer Eric Rutherford on the arrivals red carpet at Grauman’s, where a "princess pavilion" encouraged all 1,300 guests—including the film's star, Julia Roberts, and Victoria Beckham, who brought all her kids—to accessorize in princess paraphernalia prior to the start of the movie. 

Afterward, the crowd moved to the Hollywood Roosevelt, where Wendy Creed Productions created custom Mirror Mirror games with prizes. Six game stations included whimsical activities like "Snow White's Bow & Arrow," "Seven Dwarfs Sling Shot Gallery," and "Poison Apple Toss." Kids won prizes like apple-shaped pens, snowflake slap bracelets, and feathered masquerade masks, all sponsored by Oriental Trading Company.

Oriental Trading also sponsored the five arts and crafts stations, which included sword and wand decorating, fabric butterfly painting, coloring sheets that staffers laminated into place mats, and crown decorating. At a photo opportunity, guests could snap their mugs with the film's star (Lily Collins) as Snow White via green-screen effects. Airbrush artists, face painters, and color hair-extension stations rounded out the experiences.

The event also included an installation of the costumes from the film, which came from designer Eiko Ishioka, who died in January. Organizers celebrated Collins' birthday with a huge red velvet cake in the shape of a three-dimensional red apple. 

Relativity premiered Mirror Mirror for 1,300 all-aged guests at Grauman's Chinese Theatre.
Relativity premiered Mirror Mirror for 1,300 all-aged guests at Grauman's Chinese Theatre.
Photo: Todd Williamson/Getty Images For Relativity Media
After the screening, guests took to the Hollywood Roosevelt for a kid-friendly premiere party.
After the screening, guests took to the Hollywood Roosevelt for a kid-friendly premiere party.
Photo: Todd Williamson/Getty Images For Relativity Media
Kids tried their luck at six themey game stations.
Kids tried their luck at six themey game stations.
Photo: Todd Williamson/Getty Images For Relativity Media
The event acknowledged star Lily Collins' birthday with a giant, apple-shaped cake.
The event acknowledged star Lily Collins' birthday with a giant, apple-shaped cake.
Photo: Todd Williamson/Getty Images For Relativity Media
The event included an installation of the costumes from the film, which came from costume designer Eiko Ishioka, who died in January.
The event included an installation of the costumes from the film, which came from costume designer Eiko Ishioka, who died in January.
Photo: Frazer Harrison/Getty Images For Relativity Media
Costumed staffers interacted with guests.
Costumed staffers interacted with guests.
Photo: Todd Williamson/Getty Images For Relativity Media
At a sweets station, candy apples stayed on-theme.
At a sweets station, candy apples stayed on-theme.
Photo: Todd Williamson/Getty Images For Relativity Media
Appropriately, apples were a major theme at the premiere party.
Appropriately, apples were a major theme at the premiere party.
Photo: Frazer Harrison/Getty Images For Relativity Media
Fluff Ice provided the specialty dessert.
Fluff Ice provided the specialty dessert.
Photo: Todd Williamson/Getty Images For Relativity Media
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