To mark the launch of Pan in cinemas last September, Warner Bros transformed London’s Leicester Square Gardens into a real-life Neverland. Fans could experience the film’s fictional world, walking under tent canopies and through tropical gateways where they came into contact with a number of themed characters and activities; these included Blackbeard’s Pirate Training Tent, Pan’s Warrior Tent and Tiger Lily’s Kingdom Making areas.
Last November saw the Sky Studios venue at the The O2 in London transformed for Christmas in order to coincide with Sky Movies’ ‘Step in the adventure campaign’. Central to this were the newly-released films Marvel’s Avengers: Age of Ultron and Disney's Cinderella. For the latter, Sky partnered with crystal brand Swarovksi to create an augmented reality experience inspired by the protagonist’s sparkling slipper, while Avengers fans got to take on robot drones in Iron Man’s Hulkbuster armour.
To celebrate the launch of Zoolander 2, beauty brand Kiehl’s teamed up with the movie to create The Derek Zoolander Centre for People Who Don’t Age Good, in New York, earlier this year. A play on the first film’s Centre for Kids Who Can’t Read Good, the pop-up invited the public to try out Derek Zoolander’s 6.5 step programe for ‘youthification’, featuring the brand’s limited edition Zoolander products.
Lush Cosmetics has hosted Scented and Sun Cinema pop-ups at its Oxford Street store. Situated within its Gorilla Gallery exhibition - designed to showcase two of its iconic Gorilla Perfumes fragrances - screenings of films in its Sun Cinema experience included 500 Days of Summer, Almost Famous and The Muppet Movies and were designed to complement the scents of the perfumes. Its earlier Scented Cinema experience took place in the run up to Christmas.
During February’s half-term this year, Intu shopping centres hosted a range of Kung Fu Panda themed events for children, in order to celebrate the release of the third film in the franchise. Activities included the chance to decorate their own ninja headbands, take home a personalised Chinese hat, and get creative in panda themed cupcake making classes.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.