Los Angeles, October 19 – When billionaire Richard Branson reached the floor after rappelling down a fabric-covered wall, two red-suited women greeted him with a glass of champagne. The Virgin Airlines owner was promoting his upcoming reality show at Fox Network’s party at Central in West Hollywood. Branson’s show is reputed to be on the order of Donald Trump’s The Apprentice, but with better hair. Along with business escapades, contestants will also be participating in feats of derring-do, for which Branson is famous. Beats pushing papers.

We’ll just have to watch The OC to see if Melinda Clarke was joking when she said that she and Adam Brody are going to have an affair on the hit show. We couldn’t tell if the comment annoyed Brody’s real-life girlfriend, Rachel Bilson, who was also at the party. Mischa Barton hopped on a plane following the bash, to be in New York the following morning.

Photos by Jen Lowery