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'Social Network': Filming in U.K., premiere in N.Y.

The anticipation continues to build over the star-studded movie based on the origins of Facebook, with the announcement that it'll be the kickoff event at the New York Film Festival.

Actors Armie Hammer (top left) and Josh Pence (top right) in a scene from the upcoming film 'The Social Network,' playing real-life rowers and Facebook foes Cameron and Tyler Winklevoss (bottom, center)
Guest of a Guest

There was a slew of news on Wednesday and Thursday about the increasingly hyped film "The Social Network," the movie based on Facebook's origins that hits theaters on October 1.

First, in advance of its theatrical release, Columbia Pictures' "The Social Network" will be premiering at the New York Film Festival--it'll be the festival opener on September 24. Richard Pena, the selection committee chair and program director for the Film Society of Lincoln Center, which puts on the annual festival, sounded very impressed in an announcement posted to its Web site.

"It's exceptionally rare to discover a film that so powerfully captures the spirit of its time; 'The Social Network' is such a film," the statement from Pena read. "(Director) David Fincher and (screenwriter) Aaron Sorkin are a director-writer team, like Lumet and Chayefsky before them, that make this movie not only of the moment but reflective of larger cultural issues as well, and confirm their position at forefront of contemporary cinema."

The growing legitimacy of "The Social Network" in the eyes the film industry is not music to Facebook's ears; the company didn't sanction the creation of the movie, and it's based on the book "The Accidental Billionaires," which Facebook has openly discredited.

A poster for Columbia Pictures' 'The Social Network,' starring actor Jesse Eisenberg as Facebook CEO Mark Zuckerberg.

Indeed, AllThingsD reported on Wednesday that there will be no advertisements for the film running on Facebook, quoting an executive from Columbia Pictures parent company Sony as saying, "Facebook's advertising [policies] don't allow ads to reference the company, unless Facebook has cooperated with the object of the ad," and a Facebook representative as saying, "I don't think they ever submitted ad copy for us to review."

This, in turn, is terrific for the marketing team behind "The Social Network": even though it appears that it didn't try to get ads for the film to run on Facebook, the whole thing is still tinged with a bit of the illicit and forbidden.

Meanwhile, as CNET reported in October, filming for "The Social Network made the jump to the U.K. A pivotal scene takes place at the Henley Royal Regatta, a legendary rowing championship held every year in the British town of Henley-on-Thames in which Cameron and Tyler Winklevoss, the identical twins who had a longstanding intellectual-property lawsuit against Facebook, competed in 2004 shortly after they'd filed their original complaint. They were members of Harvard University's heavyweight crew team at the time.

Filming on location at Henley was quite a feat: Guest of a Guest, the society blog that Cameron Winklevoss co-founded, posted a photo gallery that illustrated the fake race that the film crew staged in between breaks in the actual racing, with actors Armie Hammer and Josh Pence in boats depicting the twins.