It may not be instantly obvious, but HeyUGuys isn’t staffed by fourteen year old girls. Consequently, none of us are exactly what you might describe as Justin Bieber fans. Consequently, when a pair of tickets to the premiere of Never Say Never fell into our laps, there wasn’t exactly a fight for them.
That said, somebody had to cover it, and partly out of loyalty to the team, and partly out of sheer curiosity, I volunteered – then immediately press ganged Vicki Isitt into coming along for moral support.
As with most things film-related, premieres are usually held in the West End. Not this one. Leicester Square was deemed too small to contain Bieber Fever, and so the event was held at the O2 in Greenwich. On arrival it was clear that this was for the best. Bieber Fever is terrifying.
At most premieres there are members of the public, waiting to see the stars of the film, and hoping to get an autograph. Although a small handful are a little excitable, most are fairly restrained, and stand there waiting patiently, cheering occasionally, and looking a little bored. Never Say Never couldn’t have been more different.
The crowd, comprised almost entirely of teenage girls, were manic. Even before Bieber arrived, the noise was deafening, as the assembled mass screamed at anything that reminded them of their hero. Every time J-Biebz cropped up on the video screens, the throng would shout. It was utterly bizarre, and in many ways, a little uncomfortable. When he finally turned up, the excitement, and the volume increased tenfold.
Getting onto the carpet was also an unusual experience (you can see photos from the event here). Ordinarily one would just saunter up to the entrance, and head in. Here, however, we had to queue. Once through we came face to face with the screaming hordes, all shouting for Bieber, who by this stage was in an isolated area of the carpet, carrying out interviews.
Finally reaching the safety of the screen, we assumed things would have calmed down. We were wrong. Within a few minutes of claiming our seats (and purple 3D glasses), the audience, again, mostly teenage girls, went berserk as no less a celebrity than Thomas Law, Peter from Eastenders walked in. Two minutes later, they were distracted by recent BRIT award winner Jessie J. Shortly after this, the crowed calmed.
Then Bieber walked in. And my ears began to bleed.
I’m not quite sure what Bieber said as he introduced the film. I doubt anyone is. At that point, the noise was overwhelming. Once he finished his bodyguards batted back a mob of teenage girls, clamouring for his attention, and ushered him out of the cinema. Then the film began…
Thanks to Sky Movies for the chance to go along to the premiere. The Family Show Never Say Never Special will air on Sky Movies Family/HD on Sunday 27th February.
Have a watch on our Bieber Premiere video below which was created by the fabulous team at Upbeat.
