Resident Evil: Extinction will premier in Vegas

Planet Hollywood in Las Vegas will host a month-long promotion for the upcoming RESIDENT EVIL: EXTINCTION, winding up a premier on September 20, the day before the official release.

“They want to be the Hollywood of Vegas,” said Marc Weinstock, Screen Gems exec VP of marketing.
He said Screen Gems cooked up a Sin City preem because a major portion of the third installment in the “Resident Evil” franchise is set in a post-apocalyptic Vegas. Sony’s genre arm spent eight to 10 months planning the promotion, which includes a ticket giveaway, an in-room channel devoted to behind-the-scenes footage of the movie and sweepstakes for a BMW motorcycle.
Two 30-story banners have been flying outside the casino the past two weeks and will stay in place until the Sept. 20 bow, which stars Milla Jovovich, Ali Larter, Oded Fehr, Ashanti and Mike Epps, who are all skedded to attend.
“Usually, premieres are just premieres, but this is an integrated promotion with a premiere,” Weinstock said.

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