Sony put on an impressive star-studded gala for the premiere of Kenny Ortega's This Is It concert film showing Michael Jackson's last days. In another example of how over-exploited the pop star's death has become, the This Is It premiere may be the first ever to sell merchandise commemorating the event. T-shirts, the film's CD and key chains were on sale for those lucky enough to be in attendance at the highly anticipated debut.

Jennifer Lopez, Roselyn Sanchez, and Rosie Perez were all on hand to watch the film. Although it was speculated that no members of the Jackson family would attend the premiere, all of Michael's brothers showed up to support the movie. Jermaine told People magazine, "They say this is it, but this is just the beginning."

"It's a sad moment, but we have to support our family," added brother Jackie.