HEART Productions have designed, produced and managed all of the publicity launch events of the Twilight Saga franchise since the first film hit our screens in 2008.
During this time we have seen the publicity launch grow from a modest red carpet event at Vue Leicester Square in 2008, to a fan event for 2,500 competition winners at Battersea Evolution in 2009, a vast forest installation in Leicester Square Gardens on a midsummers evening in 2010, and an impressive 300m red carpet installation running throughout Westfield’s Stratford City Centre in 2011.
The conclusion to this enormously successful quadrilogy needed to be impressive, and The Twilight Saga: Breaking Dawn Part 2, returned to the home of UK cinema with an event that for the first time, connected three of the Leicester Square cinemas, The Empire, Odeon Leicester Square and Vue Cinema, into one glittering red carpet event. All of the principal cast and a number of major UK celebrities were present. There were 4,000 invited guests and the event attracted many thousands of fans from accross the globe (AKA The Twihard's) to celebrate the launch event in Leicester Square. It was filmed as part of the X Factor special feature programme broadcast on ITV.
The project was technically complex, requiring a 3 day production build in order to create an impressive 150m animated scenic backdrop to the red carpet. This flanked the entire North and West edges of Leicester Square Gardens, and was formed by a single ground support truss structure with a grid of large LED banners, theatrical lighting fixtures and scenic baffles being flown from the main support structure.
The centrepiece of the layout was the North West corner of the Square, where there was a stage reveal area for the principal talent and an interview position. This was capped with a high resolution LED screen and dressed as a winter forest. Rich animated content was produced specifically for the event and included sweeping landscape scenes derived from the film cinematography. This was driven by a Watchout system, which also allowed for the CCTV footage to be displayed on the LED screens as part of the overall visual concept.
To enhance the theatricality of the event, speeches and the onstage introductions were presented to the crowds from the balcony of The Empire before being broadcast into all the venues. The CCTV was also streamed online. It received a staggering 125,000 visits from around the globe by online viewers, with an average viewing time of 20 minutes, making it one of the most popular UK red carpet events to have been streamed live on the web: and all without any online promotion prior to the event!