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SXSW: Opening Night
SXSW Film kicked off Friday night at the Paramount with a cyclone of laughter and celeb-juiced buzz: What the hell, Paul Rudd and Jason Segel were there, doing the red carpet and sitting in the audience, watching with nearly 1,000 viewers their new “bromantic” comedy “I Love You, Man.”
They cracked up as much as swooning fans. We saw them. True.
Jon Favreau — actor in “Swingers,” of course, and the director of last summer’s “Iron Man” — joined the posse, along with co-star Rashida Jones (daughter of a certain Quincy) and the tart, fashionably brittle Jaime Pressly.
The full house went mad for the opener, a very funny Hollywood comedy in the mold of all the Apatow, Inc. hits preceding it, like “Knocked Up” and “Forgetting Sarah Marshall,” which also screened at prior SXSWs (meaning Rudd and Segel are happy SXSW vets).
Some shots:
Paul Rudd, arriving at the Paramount on a damp Friday night
Jon Favreau, shooting the marquee of his movie on his cell
Rashida Jones, who plays Rudd’s fiancee in the comedy
Pressly on the carpet
And here’s SXSW producer Janet Pierson (far left) and “I Love You, Man” writer-director John Hamburg, producer Donald De Line, Rudd, Segel, Jones, Favreau again with his unforgiving, all-seeing cell phone, as they introduce the preordained blockbuster:
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By Kevin
March 14, 2009 12:07 PM | Link to this
SWSX is here, YIPPEE. Look for former SXSW volunteers and Arbor Cinema employees, John & Matt Yuan, in OBSERVE & REPORT monday night. They play John & Matt Yuen as part of Seth Rogen’s mall cop army.