Nike's Black Mamba film, starring Kobe Bryant, made its debut at the NBA All Star Weekend. The almost six-minute film, directed by action director Robert Rodriguez and with cameos from Bruce Willis, Danny Trejo and Kanye West, highlights the new Nike Zoom Kobe VI.

For the past month, teasers, trailers, digital, outdoor, and print drove consumers in the U.S. and China to RSVP for the official "premiere" and simulcast of the film online at 1am PST on Saturday, February 19. Fans can now also view the film on Nike Basketball's Facebook page, and Nike Basketball.com as well as YouTube. The film is also being showcased in several LA cinemas, including Mann's Chinese Theatre where Bryant was honored on the Hollywood Walk of Fame over the weekend.

In the film, the 'action movie' itself is woven into a script meeting between Rodriguez and Bryant – with plenty of Hollywood in-jokes surrounding which stars they can afford, and what kind of explosions are available to them.