Inside The BFG experience at Leicester Square

To promote The BFG film, Entertainment One worked with Heart Productions to create an immersive experience in Leicester Square.

  • The BFG cave entrance

    The BFG cave entrance

  • Actor Mark Rylance reading to children at The BFG experience in Leicester Square

    Actor Mark Rylance reading to children at The BFG experience in Leicester Square


Entertainment One UK, the film distributor behind The BFG, worked with event design agency Heart Productions to create The BFG experience for consumers in London on Saturday (16 July), ahead of the film's UK premiere on Sunday.

Heart Productions designed and built BFG's 'Giant Land', based on the movie set in Steven Spielberg’s film, in the heart of Leicester Square for members of the public to explore. The site included a giant Dream Tree, reflective pools, and a cave entrance to the BFG's House, which contained a giant chair, bag and trumpet. The agency also built a bridge, leading into one of the cinemas, with a waterfall that parted as people approached it.

From 11am until 6pm, various Penguin authors read aloud chapters of Roald Dahl's The BFG to a crowd of people. The final chapter of the book was read by actor Mark Rylance, who plays the BFG character in the film.

There was also a green screen activation where guests could pose for photos, which placed them in the palm of the BFG's hand.

A selection of 20 dream jars from the BFG Dream Jar Trail were on display and children were able to create their own jars. 

The day attracted more than 7,000 people and 2,500 enjoyed the experience on Sunday as part of the UK premiere.

Theresa Roberts, senior vice president of Publicity at Entertainment One Films UK, told Event: "We wanted to create more than a straightforward red carpet event in order to give the public on Saturday, and the guests on Sunday, a chance to experience the magic of The BFG, which is why we recreated certain movie sets in Steven Spielberg’s film."

Marc Smith, founder of Heart productions, added: "Roald Dahl is a quintessentially English franchise and Entertainment One wanted to provide something for the fans. The experiential consumer day helped with social media traction and the promotion of the film, but also, if people are able to live and breathe a film, rather than simply watch it, they are much more likely to become passionate ambassadors for it."  

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.

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