ONE Direction mania is set to reach the city’s multiplexes, with plans to screen the band’s new flick every 20 minutes from next week.
The film charting the daily exploits of the chart-topping boy band will be on a continuous loop across the Capital’s main cinemas, with more than 200 shows a week planned.
Extra showings are also expected due to growing demand from hysterical “Directioners” when the movie opens to the public on Thursday.
Vue Cinemas, which operates at the Omni Centre and Ocean Terminal, has confirmed that due to the hysteria around One Direction: This Is Us, 17 2D and 3D shows are scheduled for its launch.
A spokesman said: “From there on the frequency at which the film is screened will depend on customer demand – and we expect plenty of that.”
Both Odeon and Cineworld have also confirmed 37 and 44 weekly screenings respectively from 11am to 9pm each day.
The total number of screenings means fans will be able to sit down to watch the film every 20 minutes across the Lothians – if they really want to.
The film, directed by Super Size Me documentary maker Morgan Spurlock, 42, has been hyped up for months, prompting many fans of the band to pre-order tickets ensuring they secure their seats.
One devotee, Jillian Murray, 20, of Polwarth, said: “I can’t wait to see the movie. I’ve been following One Direction since they started. My friends and I have all booked seats and it’s definitely going to be a massive day. I think we might go and see it more than once.”
This Is Us is predicted to make £40-60 million worldwide, but Evening News film critic Jon Melville said: “It’s similar to the Spice Girls’ success a few years ago – the film will capitalise on their current popularity and make a lot of money but I doubt we’ll talking about it in a few years’ time. It’s basically concert footage with clips of the band.”
When I’m (back in) ’64
The new 1D film’s premiere sparked scenes not seen since The Beatles premiered A Hard Day’s Night in Leicester Square.
Back in 1964, hordes of screaming girls flocked to gain a glimpse of the Fab Four. As with The Beatles, many fans camped out overnight to get up close and personal with their 1D idols. Around 2000 fans descended on central London, closing a nearby Tube station in the process.
Of the film, heart-throb Harry Styles said: “We just want to show what we’re about.”