The premiere of “Taylor Swift: The Eras Tour” took over The Grove in Los Angeles on Wednesday evening, shutting down storefronts in the open-air shopping mall and transforming the AMC Theaters multiplex into an event space for a star-studded evening.
Though traditional studios initially attempted to court Swift to distribution rights for “The Eras Tour,” the singer elected to instead take an alternate approach by partnering with AMC Theaters as a distributor. The cinema chain is releasing the concert film across Cinemark and Regal chains as well, along with independent venues. The move prompted some studios to scramble their release calendars, to give fall releases space from the blockbuster in the making.
“The Eras Tour” is set to hit theaters this weekend. Global ticket sales already exceed $100 million, setting the release up to swiftly become the highest-grossing concert film of all-time.
