"With at least 35,000 feature films on the film festival circuit every year, by some estimates, very few films are going to premiere at one of the top 5 film festivals. When that happens, filmmakers need to decide what is the best launch for their film."
In the case of Joffrey: Mavericks of American Dance, the filmmakers decided that "some form of robust live event premiere would help to create awareness for the film in the oversaturated media landscape".
This article takes an indepth look at the things you need to consider when creating a live event première.