Westfield shopping centre, London for Westfield

How to maximise the effectiveness of the cinema and create an alternative for film premières to Leicester Square
Westfield London is Europe’s leading shopping centre, has a 14 screen, all digital cinema. It also boasts a “football pitch sized” atrium which is technically equipped to hold large scale events from fashion shows to award ceremonies. Westfield has a unique event and entertainment platform within its world class shopping environment.

Cinema Next was engaged to leverage the cinema and utilise the atrium for film related events. In short, to make Westfield a viable alternative location for film premieres to Leicester Square. We repositioned Westfield as a venue, and created “première packages” with options on venue size, red carpet routes, pre and post show facilities. Utilising our contacts with the heads of the UK distribution industry, Westfield London is now seen as a viable alternative to Leicester Square has successfully held and secured major film premières for 2011. We have also created the strategy for film premières to support the launch of Westfield Stratford.