On Aug. 20, 2013, thousands of screaming fans (about 7,000) showed up at the Empire cinema in London's Leicester Square to see One Direction attend the world premiere of the 3-D documentary "One Direction: This Is Us," according to the Daily Mirror, which blogged a report from the event. The movie (directed by Morgan Spurlock) opens in the U.K. on Aug. 29, 2013 and in the U.S. and Canada on Aug. 30, 2013. The movie's release dates in other countries may vary.
Other "X Factor" stars in attendance included "The X Factor" executive producer Simon Cowell (who is one of the producers of "One Direction: This Is Us"), Dermot O'Leary ("The X Factor" U.K. host), Little Mix (winner of "The X Factor" U.K. in 2011), Amelia Lily (third place on "The X Factor" U.K. in 2011), JLS (second place on "The X Factor" U.K. in 2008), Diana Vickers (fourth place on "The X Factor" U.K. in 2008) and Kye Sones (eighth place on "The X Factor" U.K. in 2012).
Other celebrities who were at the event included Rolling Stones guitarist Ronnie Wood, Tanya Burr, Conor Maynard, Laura Whitmore, Rochelle Humes of the Saturdays, McFly, Ulrika Jonsson, David Seaman, Lilah Parsons, Sinitta, Amir Khan and Scott Mills.
Various family members of One Direction were also in attendance.
Little Mix's Perrie Edwards and One Direction's Zayn Malik have been dating since April 2012. They were each other's date for the evening, as previously reported. One Direction's Louis Tomlinson brought girlfriend Eleanor Calder as his date. Calder (who is a student at the University of Manchester) and Tomlinson have been dating since late 2011. One Direction's Liam Payne brought his girlfriend Sophia Smith to the premiere; the couple began dating in the summer of 2013.
Horan commented on the huge turnout at the premiere: "We just want to say a massive thank you from the five of us. We cannot believe that we are here on Leicester Square with all of you crazy people. We love you all. We were here when we were on 'The X Factor' [in 2010]. We were here in this same place for 'Harry Potter,' and we're here with you guys tonight.
"We want you to know that when you go watch this movie and look around at these big screens and posters, we want you to know that you've done all of this. So thank you for everything in the last three years. Enjoy the film, have a great night, and we love you so much!"
In another Yahoo! interview, Malik said that "dedication" was the best thing about One Direction fans.
One Direction's Harry Styles (who got the loudest cheers and screams from the audience) said about One Direction fans and the movie: "Obviously, it's incredibly exciting. None of this happens without them, so it's all for them. If they like it, they can see it more than once!"
On Aug. 19, 2013, One Direction and director Spurlock held a press conference in London to promote "One Direction: This Is Us." They will also have a press conference in New York City on Aug. 24, 2013.
As previously reported, the U.S. cities that are getting advance screenings of the 3-D documentary "One Direction: This Is Us" have been announced. Several cities in the U.S. are getting advance screenings on Aug. 27, 2013, based on the metropolitan areas that had the most responses in an online contest.
"One Direction: This Is Us" chronicles One Direction's rapid rise to fame and fortune, from being created on "The X Factor" U.K. in 2010 to becoming the biggest-selling worldwide act from "The X Factor" by 2012 to having a sold-out world tour again in 2013.
As previously reported, One Direction is set to attend the New York City premiere of the movie on Aug. 26, 2013. While in New York City, One Direction is also performing on NBC's "Today" (on Aug. 23, 2013) and the MTV Video Music Awards (on Aug. 25, 2013). One Direction's "Best Song Ever" is nominated for Best Song of the Summer at the MTV Video Music Awards.
As previously reported, there were free sneak previews of "One Direction: This Is Us" in New York City and Los Angeles on Aug. 3, 2013.
The sneak previews/advance screenings on Aug. 27, 2013 are not free. Tickets can be purchased here.
Here are the cities and cineplexes that are hosting the sneak previews on Aug. 27, 2013:
(All of these screenings are at 7 p.m. local time.)
Atlanta — AMC Phipps Plaza 14
Cincinnati — Cinemark Oakley
Concord, N.C. — AMC Concord Mills
Davie, Fla. — Cinemark Paradise 24 and XD
Louisville, Ky. — Cinemark Tinseltown USA and XD
Miami — Cobb Dolphin 19 & IMAX
Noblesville, Ind. — Goodrich Hamilton 16 IMAX
West Homestead, Pa. — AMC Loews Waterfront 22
In addition, Sony Pictures Entertainment's TriStar Pictures has announced several promotions leading up to the release of "One Direction: This Is Us."
The lineup of fan-driven activities includes:
Trailer Remix – Fans can create their own fun-packed trailer for the movie and become 1D editors! The Remix Tool, powered by WeVideo, includes such One Direction songs as "Little Things" and "Live While We're Young" as well as video and sound effects from the original trailer. Once fans create their own Trailer Remix, they are able to share it on the film's YouTube page as well as with their friends via social networks. www.bit.ly/1DTrailerRemix.
Shazam "Global Scavenger Hunt" – Starting Aug. 22, 2013, fans embark on an exciting scavenger hunt to unlock an exclusive clip from the movie before it can be seen in theaters. Clues, which will be issued through various One Direction songs, can be found by using the popular Shazam App.
Spotify "Global Listening Party" – For one special hour on Aug. 25, 2013, fans across the globe will come together for a once-in-a-lifetime listening party to celebrate the release of "One Direction: This Is Us." The listening party will be hosted on Spotify and feature exclusive movie content from the band. RSVP to the event now: www.bit.ly/1DSpotifyParty
Fandango's "One Decade of Movie Tickets Sweepstakes" and "1D3D" Gift Cards – Celebrating the release of "One Direction: This Is Us," Sony Pictures Entertainment and Fandango will team up to offer moviegoers the incredible opportunity to win One Decade worth of movie tickets for participating Fandango theaters. The sweepstakes starts Aug.12, 2013. See Fandango for details on the sweeps and official rules. Advance tickets for the film are now on sale on Fandango at www.fandango.com/1D
Extended Preview – An extended preview from the movie will run in front of "The Mortal Instruments: City of Bones" when it is in theaters Aug. 21, 2013, one week before the release of "One Direction: This Is Us."
World U.K. Premiere and U.S. Premiere Webcasts – Both premieres will be streamed live online for fans around the world to join in on the big events.