Premier | Legend

"Premier was tasked by STUDIOCANAL to ensure that the release of LEGEND was elevated to a major cultural event."

Tasked by STUDIOCANAL to ensure that the release of LEGEND starring Tom Hardy as Reggie and Ronnie Kray, was elevated to a major cultural event,  Premier set out to create an activation that would not only generate significant PR and word of mouth ahead of release; but also give the film a sense of historic credibility and tap into the spirit and community of the East End.

Premier enlisted the help of respected photography expert and exhibition curator Zelda Cheatle to produce LEGEND OF THE EAST END - an immersive and content rich two week pop-up exhibition on Bethnal Green Road  that featured the photography of Don McCullin, Brian Duffy, Steven Berkoff, David George and Jocelyn Bain Hogg, along with authentic Kray artefacts to bring the Kray legend to life in the heart of their manor for the very first time. Visitors were also able to pop in to enjoy complimentary cups of tea in a replica of Violet Kray's living room featuring family photos and 60s wallpaper, whilst experiencing a captivating audio visual installation and trailers from the films.

The exhibit was launched with a press and private view attended by the photographic and East End community.

The LEGEND OF THE EAST END proved to be a smash hit with significant coverage including ITV News London Tonight, BBC London News, London Live, The Evening Standard, MSN, The Guardian, Heart Radio, BBC 94.9 and thousands of visitors queuing to experience the Legend. 

LEGEND went on to break records as STUDIOCANAL's biggest ever opening in the UK, biggest ever opening in the UK for September and the highest grossing 18-rated British film of all time.

October, 2015

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