The action kicked off Friday night inside the Palms’ Grand Ballroom where more than 300 invited guests mixed and mingled with the movie’s stars. The ballroom was transformed into a live-action roller derby with a mock bout between the Baker Babes and the Sin City Roller Girls. Go-go girls dancing on skates to the deejay’s fresh grooves added to the party’s freewheeling vibe. Red-lit light gobos bearing the Adam & Eve and Zero Tolerance logos added to the evening’s spectacular branding.
Outside the ballroom, model-like cocktail servers passed out shots of absinthe in test tubes to guests as they walked into the expansive ballroom that was dressed to give it an industrial feel with metal scaffolding complemented by private cabanas. Delectable desserts made the rounds as industry executives, “Roller Dollz” stars and invited Palms high rollers took in the evening’s celebratory vibe.
Last weekend’s festivities marked the second summer in a row Adam & Eve has come to the Palms to celebrate the release of a big-budget blockbuster. Last year, the company threw a lavish affair for “Eden.” Both celebratory weekends were organized by former Adam & Eve Vice President Peter Reynolds. Reynolds now owns and operates Plaid Bag Media, a content licensing firm.
Continuing the effective cross-promotion, four stars from “Roller Dollz” — Kayden Kross, Bree Olson, Courtney Cummz and Alektra Blue — were featured in two music videos for the Mother Truckers, an Austin, Texas-based roots-rock band that licensed its songs “Let’s All Go to Bed” and “Dynamite” for use in the movie. Reynolds arranged the cross promotion after seeing the band perform at the South by Southwest music conference.
The “Roller Dollz” celebration continued Saturday night as the adult and mainstream worlds collided at the Palms pool for Jimmy’s Naughty Nightie Night party. A yearly pajama party thrown for the casino’s high rollers, Jimmy’s was the perfect opportunity for invited guests to meet the stars of the movie.
Dressed in silky chocolate-colored pajamas, invitees had the full run of the Palms’ high-class pool and cabanas. A live reggae band played perfect summertime jams as a throng of civilians crowded the Adam & Eve and Zero Tolerance cabanas to meet the assembled starlets who included Kayden Kross, Sunny Lane, Roxy Deville, Alektra Blue and Courtney Cummz.
Adult-branded elements of the weekend included specially designed room keys, poker chips, blackjack tables with both Adam & Eve and Zero Tolerance logos in addition to the “Roller Dollz” teaser played on the casino’s big TV screens.
Lane, a former ice skater, told XBIZ that she particularly enjoyed working on “Roller Dollz” because she got to play the bad girl for the first time.
“This shoot was so much fun for me because I got to do everything I love — act, skate and have sex!” an exuberant Lane said. “It was great working with the rest of the cast too because they are all very talented. [Director] James Avalon is a dream and we all just had a lot of fun making the movie — and it shows. I’m having a great time celebrating with everyone tonight.”
Reynolds was particularly pleased with how the weekend turned out. He spearheaded Adam & Eve’s promotional and co-branding efforts at both events and told XBIZ that he received a congratulatory text message from Palms owners Joe and Gavin Maloof.
“The ‘Roller Dollz weekend was a home run,” Reynolds said. “Our customers had a totally unique party weekend and left with a lasting impression of Adam & Eve, Zero Tolerance and ‘Roller Dollz.’ As an added bonus, both companies benefited from serious branding with Palms guests and specially flown in high rollers from across the country.
“From the ‘Roller Dollz’ tour bus parked in front of the hotel all weekend to the room keys, blackjack tables, casino chips, ‘Roller Dollz’ trailers playing throughout the property and signature Roller-tini cocktails, the Palms Casino Resort became all things ‘Roller Dollz.’”
Also spotted at the weekend’s soirees was Adam & Eve publicist Katy Zvolerin; executive producer Meredith Christopher; president Bob Christian and sales exec Ryan Thomas; Zero Tolerance Marketing Director Scott Stein and Dominic B; Third Degree Films chief Joey Wilson; Black Ice boss Tony Santoro; X-Play heads Jeff Mullen and Scott David; performers Heidi Mayne, Payton Leigh and Veronique Vega; Empire Distributors’ Tracy Leone and Roy Karch; Girlfriends Films head of sales Moose; It Models’ TJ DiReda; and A! Entertainment host Tony Batman.