A record 16 contestants have entered the Celebrity Big Brother house - with two of them spending their first night in an empty box eating gruel.
The housemates, who included Nancy Dell'Olio, David Gest and Danniella Westbrook, found their new abode boxed-up in crates, one of which would become the home for two of them for the night.
But former EastEnders actor John Partridge and musical star Darren Day proved themselves to be altruistic as they accepted both Big Brother's challenge to spend the night in the empty box and then opted to eat gruel rather than choosing champagne and luxury treats for themselves and leave their housemates on basic rations.
Three contestants, however, will be pining for their luggage as the duo selected Christopher Maloney, Winston McKenzie and Westbrook to have their suitcases padlocked up for an unknown period of time.
While the kitchen is open, the tired housemates will struggle to sleep as their beds are currently locked up too.
It was a mixed stream of arrivals as some celebrities entered on a wave of cheers and others to cries of "out, out , out".
The Only Way Is Essex star Gemma Collins was the first to enter the Celebrity Big Brother house and to discover the cruel twist - although it perplexed more than worried her.
She was swiftly joined in the house by Partridge, who played Christian Clarke in EastEnders.
Ex EastEnders actress Westbrook looked stylish in a tight black suit as she became the third celebrity to enter the house - but her high heels came off before she even went down the house staircase.
She was followed by former friend and potential sparring partner Maloney, a finalist on the X Factor in 2012.
He was greeted with loud boos from the waiting crowds and chants of "out".
Outspoken US reality TV star Tiffany Pollard was the fifth to enter the house, followed by Day and Megan McKenna of Ex On The Beach.
Former Ukip spokesman McKenzie caused controversy with a homophobic statement before he even entered the house.
"I don't know how I'd cope with a homosexual in the house. I guess I'd have to be standing against a wall all the time," he said in a recorded interview before his arrival.
Wearing a leopardprint jacket, black hat and gold chains, he arrived to boos from the crowd.
Partridge and Maloney are openly gay, and Partridge said that he would struggle most with a homophobic contestant.
Liza Minnelli's ex-husband Gest was the ninth celebrity to arrive, then the calm was broken by the arrival of Geordie Shore star Scotty T, real name Scott Timlin.
Former Strictly Come Dancing professional dancer Kristina Rihanoff looked stunning in a red gown with plunging neckline as she took her place in the house.
She said she would "try to be the mummy of house" as she admitted she laughed at her "Siberian Siren" nickname.
"People" will be Jonathan Cheban's biggest irritant in the house, he admitted, as he became the next star to enter.
Cheban, 41, is best known for being Kim Kardashian's best friend and appearing on her reality show, Keeping Up With The Kardashians.
US model and actress Angie Bowie, former wife of Ziggy Stardust singer David, sought out friend Gest for a long hug as she met her fellow housemates.
"Look at everyone so handsome and beautiful, we're all tarted up, aren't we?" she exclaimed.
Especially dressed up for the occasion was the next contestant, LBD-clad Stephanie Davis, who used to play Sinead O'Connor in soap Hollyoaks.
Former Mr Ireland Jeremy McConnell became the penultimate housemate to join the house and admitted he was looking forward to the "candy" in the house.
Rounding off the 16 celebrities was Nancy Dell'Olio, former partner of football manager Sven Goran-Eriksson, who made her presence felt in a floor-length sheer kaftan that exposed her bra underneath.
She told the crowd, "I can't believe I'm here, I feel I'm walking on the moon," before her mood turned when it was revealed there would be no champagne arrival.