UK – Leicester Square Gardens transform for Divergent fan event
Fans of the US box office hit Divergent, which is based on a novel by Veronica Roth, were invited on social media to take part in a special ‘fan event’ last weekend (29-30 March).
5,000 participants took part in the experience, which was produced by live event agency Heart Productions. ‘Initiation tests’ and combat training were on offer in the form of laser shooting, rock climbing and free tattooing. Actors were also hired to recreate highlights from the film.
Marc Smith, chief executive of Heart, said: “It was a privilege to work with Entertainment One UK once again to deliver this exciting new film franchise.”
Die-hard Divergent fans camped outside the Odeon cinema overnight to get a glimpse of stars of the film including Kate Winslet, Shailene Woodley and Theo James at Sunday’s premiere. The film is due for UK release on 4th April.