FAIRFAX, LOS ANGELES (KABC) — Great news, Swifties! Taylor Swift’s “Eras Tour” film is hitting the screens a day earlier than planned.
The superstar shared the news on Instagram on Wednesday, ahead of her lavish world premiere of the film at The Grove in the Fairfax District.
“Due to unprecedented demand, we are opening early access screenings of the concert film The Eras Tour in America and Canada on THURSDAY!!,” she wrote. “We are also adding additional Friday and weekend game times.”
The film depicts Swift’s six-night concert series at SoFi Stadium in Inglewood in August.
Early Wednesday morning, aerial footage from AIR7 HD showed that a huge red carpet and security barriers had been laid out in front of The Grove cinema.
Few details about the premiere were shared with the media. According to reports, around 2,200 Swifties will attend the premiere at the AMC multiplex.
“We’re taking a day off!” The mall’s Barnes & Noble store announced on Facebook. “The Grove will be closed for one day on Wednesday October 11th and so will we.”
A statement on thegrovela.com later confirmed the all-day closure.
Global ticket sales for the film have already exceeded $100 million.
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Two of the world’s biggest stars – Swift and, in December, under a very similar agreement, Beyoncé – are coming to theaters under unique deals made directly with AMC Theaters that bypass Hollywood studios and leave them alone for now You streamers wait on the sidelines.
Swift’s camp was motivated to release the film even as her stadium tour continues internationally. The tour, which Pollstar estimates will gross about $1.4 billion, crashed Ticketmaster’s website, racked up sky-high resale markups and left many fans dissuaded by the price.
Directed by Sam Wrench, the film would give millions more people the opportunity to experience the Eras Tour. Adult tickets sell for $19.89, a nod to her birth year and the 2014 album, the re-recording of which is scheduled for release on October 27th. That’s more than the average movie ticket, but several thousand less than many tickets to see Swift live.
It also comes unusually quickly, just over two months since the SoFi show. Speed was one of the reasons why Swift’s father, Scott Swift, was said to have sought a direct deal with AMC. Swift produced the film herself and, with 274 million followers on Instagram, didn’t need a studio to promote it.
The pop star’s apparent relationship with Kansas City Chiefs tight end Travis Kelce only brightened the film’s spotlight even further. According to advertising tracking firm iSpot, TV commercials for the film had only run a few dozen times as of October 6, including several spots during NFL broadcasts. (By comparison, a Marvel film could run several thousand television commercials.)
The Associated Press contributed to this report.