TAKE A BOW: If “W.E.” is a flop, it won’t be for lack of promotional effort from Madonna. The director premiered her film yet again with a starry screening at the Ziegfeld Theatre in Manhattan on Monday — following a string of earlier premieres in Venice, Toronto, London and an event in December in New York. Madonna choked up and was close to tears while thanking her deceased mother, as well as the film editors on the project, during an address to the packed audience, which included Jerry and Jessica Seinfeld, Ewan McGregor, Martha Stewart, Julia Stiles, Lou Reed, Patti Smith, Ivanka Trump, Helena Christensen, Steven Klein, Gina Gershon, Russell Simmons, Gayle King, André Balazs, Jack McCollough and Lazaro Hernandez, Rachel Roy, Cynthia Rowley, Zac Posen, Irina Shayk, Anouck Lepère and “W.E.” cast members Andrea Riseborough, James D’Arcy and Oscar Isaac.

“I’m really tired from working my ass off for the Super Bowl. Anybody who knows me knows that when I’m tired, I cry. So if I cry, please don’t hold it against me. I’m really not a sentimental kind of person,” said Madonna, wearing a dramatic black Marchesa gown. “I never get sick of watching the movie, because you’re in it,” she enthused of her cast, before settling into her seat to watch the flick — centered on the romance between the Duke and Duchess of Windsor — for the umpteenth time.

This story first appeared in the January 26, 2012 issue of WWD. Subscribe Today.

“I’ve known Madonna since she was 19. She was barely famous,” recalled Diane von Furstenberg on line for popcorn. “She came to a party that I was giving. She had a big hat and nobody talked to her, except my mother.”

Following the premiere, hosted by the Cinema Society and Forevermark diamonds, Madonna partied late into the night — despite her fatigue — at the Top of the Standard, followed by an even more exclusive dance party at Le Bain. Ditching the Marchesa for a casual look, Madonna shimmied enthusiastically on the glimmering dance floor with her posse of backup dancers. A small conga line of friends interrupted her chest pops, including Calvin Klein, Donna Karan, Andy Cohen and Ingrid Sischy.