Valentine’s Day Premiere

February 14, 2010  •  1 Comment

Excerpts reprinted from BizBash LA 02.09.10

Whopping Valentine’s Day Cast Draws “Unprecedented” Red Carpet Crowd and 20 V.I.P. Cabanas

“Valentine’s Day, the new film from New Line Cinema and Warner Brothers Pictures, showcases a massive A-List ensemble cast that includes Jessica Alba, Jessica Biel, Kathy Bates, Jamie Foxx, Jennifer Garner, Anne Hathaway, Ashton Kutcher, Queen Latifah, Julia Roberts, and so many more. A movie with names that big called for a premiere to match.

Load-in started at about 10 a.m. Monday for the 250-foot-long arrivals line, which included a logo-inset carpet, 2,500 roses in heart-shaped clusters on the step-and-repeat wall, and 4,000 on the carpet itself. Roses spilled out of a Ford flower delivery van—as seen in the film—stationed at the end of the carpet. Organizers also handed out 4,000 red roses to the fans lining Hollywood Boulevard across from the theater.

Chad Hudson produced the tented party, which required a three-day load-in. The team set up a tent on the parking lot of the El Capitan, complete with a carpeted subfloor. “We flew in over 30,000 stems of assorted red, white, and pink roses, hydrangea, lilies, and amaryllis from Holland and Colombia to construct floral chandeliers,” said Hudson, who noted that the load-in began during a storm. “And we used over 5,000 yards of white sheer voile chiffon fabric to swag in a billow effect with gentle pleating to cover the walls and ceiling of the tent and create the cabana-like feel of the V.I.P. seating areas.” In all, 20 semiprivate areas flanked the tent for the movie’s key players.

Beaded chandeliers festooned with roses from La Premier hung overhead, and roses topped every available surface. Gobos from Kinetic Lighting cast heart-shaped patterns on the white carpet and tent walls, and white light fixtures blended into the tent’s palette. 

Innovative Dining Group catered the event—with food from its restaurants Boa, Katana, Sushi Roku and the brand new Delphine at the W Hollywood—and set up sushi stations and robata grills outside the tent. Crumbs supplied an array of cupcakes done in Valentine’s Day colors, and Godiva set up a chocolate bar backed by a wall made from real chocolate. DJ Christian with Afterburn Productions spun music for the crowd.”

—Alesandra Dubin

Bar Staffing Liquid Bar Catering
Bar, Catering Management (Party) Events in Motion
Catering Sushi Roku
Catering Katana
Catering BOA Steakhouse
Catering Delphine
Cupcakes Crumbs Bakeshop
Design, Event Management, Production (Party) Chad Hudson Events
DJ Afterburn Productions
Floral Chandeliers, Fabrication La Premier
Furniture Rentals Designer 8 Event Furniture Rental
Chairs Chameleon Chairs
Photo Booth MVS Studio Inc.
Red Carpet Arrivals, Permitting 15/40 Productions
Security Special Event Management (SEM)
Lighting, Sound (Party) Kinetic Lighting
Carpeting, Rentals, Tenting (Party) Classic Party Rentals
Venue (Party, Parking Lot Space) El Capitan Theatre
Venue (Screening) Grauman’s Chinese Theatre


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