It was back to the real Hollywood for Planet Hollywood Sunday night as the celebrity hamburger chain held a party at its new location in downtown Beverly Hills.
The restaurant chain's star owners were on hand to help launch their newest branch.
Big screen action star Arnold Schwarzenegger joined his Planet Hollywood friends on Sunday for perhaps their biggest opening yet.
Beverly Hills literally rolled out the red carpet - a three mile long red carpet along glitzy Rodeo Drive to help Arnold and friends throw a party for their newest Planet Hollywood location.
SOUNDBITE: "It's fantastic, each one is bigger and better. And now we have truly come home to Hollywood, because this whole idea is about Hollywood and about Hollywood movies. And now we are here in Hollywood. This why we made this one the best of all of them.
SUPER CAPTION: Arnold Schwarzenegger.
Arnold was joined by Planet Hollywood partner Sylvester Stallone - who both own a stake in the restaurant chain along with actor Bruce Willis and several corporate investors.
SOUNDBITE: "This is extraordinary. It shows me that they can still be shocked a little bit in Hollywood."
SUPER CAPTION: Sylvester Stallone.
The Beverly Hills location is number twenty eight for the Planet Hollywood chain.
It joins other big city locations such as Paris, London, New York and Hong Kong.
For the L-A debut, Planet Hollywood's owners held a huge party and concert for hundreds of invited celebrity guests and several hundred members of the public.
SOUNDBITE: "I think they're gonna give everybody a chance to just sort of really be excited about Hollywood and admit it."
SUPER CAPTION: Brooke Shields.
SOUNDBITE: "I don't know, people love it. They can relate to the stars and shake hands and be there."
SUPER CAPTION: Jean-Claude Van Damme.
The restaurant opening - like so many Hollywood film openings - drew those who wanted to see ... and those who wanted to be seen.
SOUNDBITE: "It's the longest red carpet in history."
SUPER CAPTION: Cindy Crawford.
The owners are no strangers to openings - but this one may prove to be as lucrative as some of their films.