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.
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!