Justin Bieber Documentary 'Believe' Gets Secret Screening in Toronto
International buyers and Beliebers lined up alongside one another Saturday for the first glimpse of Justin Bieber’s "Believe" at a special screening mounted by IM Global at the Cineplex in Toronto.
The screening, whose location was kept under wraps for fears that it would be swamped by the singer’s legions of fans, gave the attendees a first glimpse of the documentary, a mix of concert footage and interviews about the now-controversial pop star’s rise to fame.
In a savvy marketing move, industryites rubbed shoulders with fans, providing insiders with an idea of how the movie might play in theaters. At the Cineplex in Toronto at about 5 p.m. Saturday the gaggle of “Beliebers” were joined by buyers for the movie directed by Jon M. Chu.
Tight security saw purses and backpacks searched and cell phones and similar electronic devices checked at the door. IM Global’s wide-release label, Opus, is handling worldwide sales and Open Road is releasing it domestically. Chu’s first doc about Bieber, "Never Say Never," grossed nearly $100 million in 2011.