The Lorax Premier - From The Orange Carpet

The sun was out and orange with a dash of yellow was the color of the day. We've seen red carpets, we've even seen green, but the bright orange one, signifying the color of the film, welcomed everyone at the entrance of Birmingham Cineworld who were hosting the premier of the new animation, Lorax, based on the ever famous Dr. Seuss book. The event was also the very first UK premier for a film outside of London.

The event was beautifully organized with gracious hosts and a sense of joy and laughter all around with the Lorax character dancing and mingling on the carpet along with balloon makers and face painters. My sources inside the theater, wife and daughter, informed me the ambience was that of fun and frolic with cupcakes, candy-floss, sweets, Lorax mustaches, along with other goodies, in abundance to keep the young and the young-at-heart pleasantly satisfied.

Emile Heskey, Danielle Lloyd, members of the American Olympic Team, and Joe Egan were among the celebrities who walked down the orange carpet. Joe Egan, who has acted in the Sherlock Holmes films along with a part in the Indian film Ra.One epitomizes the "big lovable" character especially when he said one of his dreams was to walk down the red carpet with his mum. Called "the toughest white man on the planet" by Mike Tyson he modestly talked about how he's enjoying and loving slowly but surely rising up in the entertainment business making a name and mark for himself and can be seen next in the film Crying Wolf.

As expected, the arrival of Danny DeVito was greeted with unanimous cheering from all the fans present around the carpet. A legendary actor, he met with his fans and members of the press with the same kind of excitement and enthusiasm only a newcomer promoting his first movie has. Visiting Birmingham for the first time he was quick to point out that the much needed sunshine probably had something to do with the "Lorax" being in town. Crediting the entire team of the movie including producers, writers, and animators, he spoke about doing the voice for the movie in Russian, German, Spanish, and Italian himself. On stage, he emphasized the message that Lorax gives and how it is important that "if you see somebody abusing something, stop 'em".

I do hope that having the first ever UK premier of a major movie outside of London starts a new trend. The event was thoroughly enjoyed by all present especially the children. You can watch a video I made of my daughter about her experience on her return below. Both my wife and my daughter enjoyed the film and the orange Lorax 3D glasses for the children were a nice little addition to the goodie bag.

I would also like to thank the wonderful people at DDA PR and Prepared PR who organized my very first press pass which I will cherish forever.  

The Electric Experience

Nestled on a small street in the centre of Birmingham is the oldest working cinema in the UK. Not knowing about The Electric, you just might pass it by. Not knowing about The Electric would also be a grave mistake by any film enthusiast.

The Electric is not just the only independent cinema in Birmingham; it also is simply a one of a kind experience. From the moment you walk in to the time you leave, The Electric takes you into an era where multiplexes didn't exist and you get a sense of the old world charm. Over the decades The Electric has had quite a few transformations and name changes, but its new avatar is by far the best in my 20 odd years of knowing of its existence.

The Electric is small. Two cinema screens with a small lobby area housing a bar and the ticket counter. Instantly on my arrival I felt claustrophobic. This I later realized was due to the huge lobbies and multiple ticket counters I had gotten used to at multiplexes. Slowly, but surely this feeling converted into a sort of coziness. There are small nooks and corners with places to sit that give it an almost homey feeling, as if you have just entered your own private home theatre. The staff was genuine and you could actually have a conversation on films with them. There wasn't that distance or hurriedness that one feels at the multi-screen theatres. A sign telling me they sell my favorite magazine, Little White Lies, confirmed that I was at the right place.  

The experience that is The Electric starts from the moment you buy the ticket, or should I say the ticket stub, which is truly a classic touch. The next bit of surprise was when the well stocked bar served me cola in a glass bottle along with a glass full of ice and a slice of lime. There was no plastic in sight and that my friend is underrated sophistication. The seats once again are not the sliding types one finds at the "big" theatres, but they are equally comfortable. You can always opt for the "couches" which take you in the lap of luxury. A SMS service for the privileged few lets you order food/drink without moving an inch.

Now, the tickets are slightly expensive. So, although you pay about a pound more than usual, but then not only are you supporting the local independent cinema, but the atmosphere is by far worth the extra cash. The fact that I saw Senna on my first visit, which is my favorite documentary/film of all time, amplified this experience even more.

I am also impressed with The Electric because it is a theatre that is not afraid to experiment. It recently hosted the Shock and Gore 2011 festival. Such events are an excellent way to bring the community together and simultaneously promote the art of cinema in all its forms.

So, the next time you are in Birmingham, take a slight detour to visit The Electric and definitely take out time to watch a movie for an amazing time.