It's 5 PM and you're driving home from work. You decide to take a shortcut through Beverly Hills and you notice knots of people milling outside a nondescript office block. You are intrigued. Is it a flash mob, an ill-timed fire drill or a new-fangled self-actualization seminar?
You've stumbled upon a private film screening venue. While most of the entertainment elite catch the latest flick at screenings on studio lots or in guild-sponsored theaters, smaller screening rooms are tucked all over town. So far we've noticed screenings at The Artisan Theater on Colorado Avenue in Santa Monica, Harmony Gold on Sunset in Hollywood, The Aidikoff Screening Room on South Rodeo in Beverly Hills, Los Angeles Center Studios on West 5th Street near Downtown LA, The Sunset Screening Room on Sunset Blvd, and Crest National Videotape & Film Labs on N. Seward St in Hollywood.
Speaking as a clueless civilian, this LAist is still trying to figure out the subtle differences in prestige between press screenings, advance screenings and premieres.