London Regent Street Christmas lights

http://www.dailymail.co.uk/news/article-2059361/London-Regent-Street-Christmas-lights-fail-impress-bleak-display.html
The Christmas light displays are a London tradition dating since 1948, when the Regent Street Association decorated the street with Christmas trees. Lighting was not allowed until 1949, following lifting of wartime restrictions, and the first full lighting display was in 1953. There is a different display every year, switched on at an opening ceremony in the first week of November.

Many films have used the Christmas lights event at Regent Street as a form of advertising their film.
Films such as -

• The Incredibles in (2004)
• Flushed Away (2006)
• Arthur Christmas at present (2011)

Other than using posters, bus advertising, trailers or any form of other advertising. Many big blockbusters use some of their budget from their marketing stratergy, to take the opportunity to promote the film via the christmas lights event. In this case, Arthur Christmas use this ideally because it is in the running for christmas and they believe it will link very well with the promotion of their film.

Many thousands come to watch the christmas lights being switched on because of many celebrities/musicians who perfom too. This then is promoting the film because as it is switched on, many see the lights and think of the film. Some most likely will watch it because it is the right timming but also because of it being part of the christmas lights many will watch it due to this. Other people will still watch it even if they werent at the event, the lights are on for atleast a month. So they are getting the message across but also millions pass by regent street and it is a really effective way to market your film. However, you will need to be spending a lot of money to achieve this way of advertising but if you have the money has a producer, then it is something that can be considered if promoting the film during the christmas period.