New Moon is rising early for a select group of Torontonians thanks to a promotion from American Express Canada. 

The credit card company is hosting an exclusive gala screening of The Twilight Saga: New Moon at the Winter Garden Theatre in Toronto tonight, ahead of the movie’s Friday release.

The event is an attempt to lure non-cardholding, and hopefully future members, to experience the perks of being an Amex cardholder, said David Barnes, vice-president, communications at American Express Canada.

“It’s almost like an open house where we’re letting people who currently aren’t American Express card members, experience our service,” he said.

The gala and supporting communications, including newspaper, online, radio, a Facebook page, and additional social media like Twitter, were handled by Toronto agency Endeavour.

The promotion is part of the “Realize the Potential” campaign, which launched last month and highlights the breadth of the products and services offered by the credit card company.

“We’re more than just a transaction device,” he said. “It’s really about using this promotion as a fun and engaging way of illustrating that.”

The event will also include an after party, hosted at the theatre, with a live performance by New Moon soundtrack artists Band of Skulls.

While the event is invitation-only, approximately 750 seats were given away through various promotions.

Several Toronto-based radio stations and blogs have been giving away tickets over the last couple weeks, in addition to a branded street team in the downtown core.

To receive tickets, consumers were asked to provide a team member with a “password” that could be found on a New Moon section of AmericanExpress.ca.

Though the movie is skewed more towards tweens, Barnes said the response has largely been from parents.

“In a way we’re getting to adults through their kids,” he said Barnes. “We’re giving parents the opportunity to become moms and dads of the year.”

A small block of tickets was also made available for existing card members, said Barnes.