London’s cinematic heartland, Leicester Square, became almost unrecognisable after HEART Productions designed and produced a two-day fully immersive experience, in celebration of the European premiere of Steven Spielberg’s “BFG”.
Inspired by some of the most iconic scenes within the film, HEART created the BFG’s “Giant Land”, which included a vast “Dream Tree” surrounded by reflective pools and a cave entrance leading to the BFG’s giant chair, bag and trumpet. The enchanting experience was topped off with a bridged waterfall, which parted when guests approached it, with a pathway gently winding through to the cinema’s entrance.
The immersive experience also included a display of the BFG “Dream Jar” trail together with green-screen photo opportunities for all visitors. Fans could also join reading sessions throughout the weekend, listening to popular Penguin authors read aloud from Roald Dahl’s famous novel, whilst Mark Rylance, the BFG’s lead actor, rounded off the experience by reading the story’s final chapter.
Almost 10,000 visitors in total flocked to Leicester Square during the weekend to experience the immersive takeover, 2,000 of whom enjoying it as guests at the European premiere of the film - which saw stars including Steven Spielberg, Mark Rylance and Rafe Spall walk the 250m long red carpet.
With more than 2,000 “Dream Tree” selfies taken and nearly £3million worth of media coverage generated across the weekend, the BFG immersive experience delivered a unique and engaging launch for one of this summer’s best-selling UK box-office releases.