Maybe it was to promote Kevin Smith latest book. He is a funny guy with good stories. Here he writes his review of the new star wars which includes spoilers. Fun times!
I'm not really sure why this was a big deal, but the cast of Mallrats had a special screening for the 10 year reunion of the movie. I like the movie - thought it was one of Kevin's better ones, but did it need to be a special event? It did sell out so I guess the demand is there. No Ben Affleck or Shannen Doherty, but cutie Jason Lee was there so that would have been worth the trip.