French videogamemaker Ubisoft and Maxim fittingly took over the Colony nightclub in Hollywood on Wednesday night to host the launch of the Revolutionary War-themed “Assassin’s Creed III,” which bows Oct. 30. Nick Cannon, thesps Ryan Guzman, Rick and Lisa Malambri, Scott Porter, Patrick Fugit and producer Adrian Askarieh, who is behind several game-to-film adaptations, including “Hitman,” were on hand to play the game. Rock the Vote co-sponsored the event, while the “Art of the Assassin” tour also made a pit stop at the party.
On Thursday, Samsung Mobile US dialed up the L.A. launch of its Galaxy Note II phone, taking over a Beverly Hills manse that featured rapper Kendrick Lamar and Toro Y Mo performing poolside for guests Liam Hemsworth, Christina Aguilera, Luke Wilson, Octavia Spencer, Julianne Hough, Jamie King, Vanessa Hudgens and Rosie Huntington-Whitely.
Brands hosting celeb-filled soirees aren’t new — with marketers simply plastering easily missable logos on walls — but Samsung’s event stood out for the company’s ability to actually get guests to handle and interact with the Note II at various installations. What helped was the mobile phone maker’s ability to enlist chef Michael Voltaggio, master mixologist Sam Ross, interior and fashion designer Kelly Wearstler and photographer Tyler Shields as experts to show off the device’s various functions on the device’s bigscreen.