Tens of thousands of people visit Disneyland daily, flooding through turnstiles for rides and concessions. But on May 9, another set of guests made their way into the park for a private event—an intricate logistical operation for planners.
The event was the world premiere of the George Clooney picture Tomorrowland. It brought invited guests—who were shuttled into preferential parking areas with the help of dozens of staff—into multiple theaters in the AMC multiplex, which is located at the dining and retail complex Downtown Disney, adjacent to Disneyland. A blue carpet drew barricaded fans hoping to catch a glimpse of arriving stars.
Greg Lucas served as art designer for the event (as well as for a related exhibit at the park), and 15/40 Productions managed, built, and installed the complex arrivals setup.
Following simultaneous screenings at the multiplex, the premiere’s invited guests moved from the theaters to the party, which required a 10-minute walk through the day’s public crowds. They used the credentials hanging from lanyards around their necks for identification, and followed a path guided by staffers holding flashing wands in the air.
Eventually, the crowd made their way to the official park entrance, where they entered through designated turnstiles, and followed directions through a hedge-covered entry into the private party held—of course—within the Tomorrowland section of the park.
“It all starts with Brad Bird’s amazing, truly original film that celebrates the optimism and brilliance of our company’s founder, Walt Disney,” said Lylle Breier, the senior vice president of global marketing partnerships and strategic alliances, promotions, synergy, and special events for Disney, who oversaw the event. "Frankly, where else could we have the world premiere for Tomorrowland? It simply had to happen at Tomorrowland in the Disneyland Resort."
That section of the park was closed to other visitors for the evening and filled with roving entertainers, free concessions, on-theme dessert stations, and stage performances. And for a couple of ultra-exclusive Disneyland offerings? No lines at any of the rides, as well as bars offering alcohol.
As for the complex logistics, Breier said, "As with any major event, making the Tomorrowland premiere work took a strategic operational plan. But most of all, it took the kind of across-the-board cooperation and collaboration I believe only the Walt Disney Company can accomplish. This was a perfect example of Disney synergy at its finest."
She added, "Everyone—cast members, our event team, hundreds of management volunteers from the studio and the park who gave up their weekend to help out just to be a part of it all—worked together to make this a memorable evening. [And it wasn't] just for the V.I.P.s invited to the event, but also for the Disneyland Resort guests who were able to share in the excitement of a major Hollywood movie premiere happening right in their midst."
It wasn't the first time Disney has offered the public a close brush with Hollywood down in Anaheim—the Pirates of the Caribbean movies also had their premieres at Disneyland.
