New Universal chairman Marc Shmuger broke out his marketing tools Monday at the “Inside Man” preem.

While pic’s stars Denzel Washington, Jodie Foster and Clive Owen, director Spike Lee and producer Brian Grazer were press shy at the after-party, held at the Allen Room in Frederick P. Rose Hall, Shmuger broke from mingling with the VIPs to discuss the film in marketing lingo.

“This film is a great marriage of sensibilities,” he said. “It has personality but also a mainstream narrative.”

At midnight, bash turned into a birthday party for Lee. On hand to sing and watch him blow out the candles were U’s Ron Meyer, pic’s Chiwetel Ejiofor and Willem Dafoe, plus guests Wesley Snipes, Al Sharpton, Mariska Hargitay and Budd Schulberg.