FILM WIZARDRY `POTTER' MOVIE MANIA EXPLODES.

Byline: David Kronke Staff Writer

LONDON - John Hurt, who plays magic wand salesman Ollivander in ``Harry Potter and the Sorcerer's Stone,'' took in the pandemonium at the film's world premiere Sunday night and declared, ``I don't think I've seen anything quite like it, not since Beatlemania.''

Indeed.

The world premiere in London of ``Harry'' - the film version of British author J.K. Rowling's phenomenal bestseller - at the 2,000-seat Odeon Leicester Square boasted more hoopla and rabid fans than the usual high- profile opening night in Hollywood.

The film opens for general release in American and British theaters on Nov. 16.

At barricades, thousands of gawkers pressed against scores of bobbies in Day-Glo yellow-green vests to grab a glimpse of the film's stars and other celebrities.

A platform filled with shrieking fans howled ecstatically at each arrival, particularly when Daniel Radcliffe, who plays Harry, and Rupert Grint and Emma Watson, who play Harry's pals, made the scene.

Some fans wore wizard caps like their hero's, while many rather inexplicably donned ``Shrek'' ears.

For the benefit of fans who arrived late and couldn't elbow their way to get a good view, large screens showed the trailer, other scenes from the film and the general premiere hubbub. For fans who arrived early and were already in the theater, scenes of the hubbub were displayed inside.

A hype-addled hostess, ex-model and local TV chat host, Tanya Bryer, presided over the controlled chaos, offering such nuggets of misinformation as ``J.K. Rowling was on the set most days of the shoot.'' In fact, Rowling was there only one day, according to director Chris Columbus.

Above the Odeon marquee, large flames belched skyward, smoke billowing across the billboard-sized ``Harry Potter'' logo. Though the film bears the British title - ``Harry Potter and the Philosopher's Stone'' - the logo appears in the typeface of the American, not the British, books.

Radcliffe, appearing close to hyperventilation in the crush of adulation, called the scene ``surreal,'' and he added: ``I've been using this word a lot lately.'' The 12-year-old garnered appreciative laughs from the audience by describing the time he learned that he had won the role as ``one of the defining moments in my life.''

Watson, 11, who plays the bookish and bossy Hermione, was hardly as shy, playing for the cameras, as did, albeit to a more modest extent, Rupert Grint, 13, who plays Harry's best pal Ron.

Also on hand from the film were Richard Harris, who plays headmaster Dumbledore; Robbie Coltrane, cast as Hagrid, the gentle giant who befriends Harry; Richard Griffiths and Fiona Shaw, who appear as Harry's oafish uncle and aunt; Julie Waters, who has a cameo as Ron's mom and will appear to a greater extent in future films; and Ian Hart, who plays the wormy Quirrel.

Director Chris Columbus and producer David Heyman also made wildly cheered entrances, but the icon of the hour was clearly Rowling herself, whose Potter books have sold more than 100 million copies and who has emerged as England's second-richest woman, outdone only by Queen Elizabeth.

Rowling elicited impassioned, ear-splitting approval when she was introduced both inside and outside the theater.

``It's wonderful, really, really wonderful,'' she enthused through a rather thin smile.

``Before seeing the film, I was very nervous, but I'm very pleased with it and think everyone will love it,'' she said. ``It was amazing to see everybody here today, and I'm just so happy for all the children who came along to be part of this.''

Alas, Rowling could not provide any information on when fans can expect the fifth book in the series, ``Harry Potter and the Order of the Phoenix.'' All she said about it was ``I don't know.''

Celebrities attending included Sting, Cate Blanchett, Jerry Hall, Ben Stiller, Kenneth Branagh, who will appear in the next film, and Cher, now sporting shoulder-length, blond waves.

Royalty was represented by Princess Beatrice and Princess Eugenie with their

mother, the Duchess of York, who beamed for cameras and offered her thoughts on the books to Bryer without even being asked, then admitting that her daughters are the Potter fanatics of the family and she isn't. Before the film began, an announcer asked the audience, ``Please remain in your seats until the royal party leaves.'' It was impressive that a Weight Watchers spokeswoman still qualifies for regal treatment.

Missing in action were expected celebs Mick Jagger and Madonna.

For such gaudy proceedings, the gift for attendees was fairly underwhelming: On each seat sat a box with a legend on an ornate sticker, ``This is to certify that the wand box is a genuine Ollivander's article.'' The boxes themselves were empty, which didn't stop some premieregoers from carting off armloads of boxes abandoned after the film. Anything related to Pottermania is collectible, so you can no doubt start seeking out your own empty Ollivander's box on eBay today.

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3 photos

Photo:

(1 -- color) Author J.K. Rowling, second from left, arrives Sunday for the ``Harry Potter'' movie premiere in London with the young stars, from left, Rupert Grint, Daniel Radcliffe and Emma Watson.

(2 -- 3) British Princesses Beatrice, left, and Eugenie arrive flanking their mother, the Duchess of York, above, Sunday for the world premiere in London of ``Harry Potter and the Philosopher's Stone.'' At left, fan Cher shows up sporting shoulder-length blond hair.

Yui Mok/Associated Press