Hollywood parties inside a commercial

From the beach, where the paparazzi were standing, it looked like any other gathering of beautiful people.

But this was no ordinary multimillion-dollar mansion party. This was covert celebrity marketing in action.

The Polaroid Beach House, on a stretch of Malibu coastline known as Billionaire's Beach, has been the site of some of the hottest celebrity parties of the summer. Lindsay Lohan celebrated her 20th birthday there, and she was back two days later for a huge Fourth of July bash that drew Hollywood scenesters Nick Cannon, Kelly Slater, Jesse Metcalfe and Jeremy Piven. Lohan returned a third time last Saturday for a soiree — a lobster feast with fresh crustaceans flown in from Maine — where she joined Paris and Nicky Hilton, Kevin Connolly and Garcelle Beauvais-Nilon.

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