The organizers also lost no time in tapping into the pic’s moneymaking potential: “This Is It” may be the only premiere to sell merchandise. Available to attendees were $30 “This Is It” T-shirts, the film’s CD and key chains.
Despite winds gusting up to 36 miles per hour, the red carpet featured crystal-clad women posing inside massive swinging chandeliers over the venue’s courtyard.
Celebs are on hand included Will Smith, Jennifer Lopez, Paula Abdul, Jennifer Love Hewitt, the Jackson family and Neil Patrick Harris. However, the horde of screaming fans usually seen at Hollywood or Westwood preems were noticeably absent, even with a Lakers game taking place across the street at Staples Center.
While Nokia Live hosted the screening, the new Regal Cinema megaplex will screen the film.