Westfield Shopping Centre

Cinema and film doesn’t have to be confined to the “box in the corner”. In fact film can be a major part of the overall shopping experience by bring it out of the cinema and into the mall.



Project date:

March 2009 – September 2009

Project duration:

6 months

One of our biggest challenges was to turn Westfield London into an alternative film premiere location to the historic Leicester Square.


Utilising Westfields large atrium, we tore up the retail rulebook and repositioned it as a venue, creating “premiere packages” 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. We also created the strategy for film premières to support the launch of Westfield Stratford.


The Big Picture (originally Cinema Next) were engaged by Westfield to create an iconic alternative film premier destination to Leicester Square at Westfield London. They successfully established our position in the market through their relationships with film studios and helped guide Westfield in creating a high profile, large scale event strategy. Their advice and guidance is still used to this day and we would recommend them for anyone looking to create a similar experience.

Myf Ryan, CMO Europe, Group Director of Brand and Strategic Marketing Unibail-Rodamco-Westfield
Need expert advice?Please get in touch:+44 (0) 7807 013 265 |