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Helvetica Takes the Cake In LA

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We had second helpings of Helvetica this weekend as the documentary made its West Coast premiere. Gary Hustwit had attended sold out screenings in Laguna Beach the night before and although he claimed exhaustion from a month of jetsetting, Hustwit was bright-eyed and charming as ever.

The only bummer about the screening was the screen itself: the film was shown in a tiny 200 person auditorium housed the Gerontology Department of USC with horrendously uncomfortable seats and a sound system that consisted of two tinny speakers. We felt bad that this most film-savvy crowd didn’t get to experience the sweet HD camera work and fabulous score. At all.

Afterwards, though, the courtyard outside throbbed with enthusiasm and anticipation as people lining up for the 9:30 screening asked the 7:00 kids what they thought. And, in what seems to now be a tradition for these screenings, a Helveticake was served, with USC volunteers shaving off thick sans serif slices.

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