Twentieth Century Fox brought to life a series of characters from its newest release, Night at the Museum: Secret of the Tomb, including Sir Lancelot, the Egyptian Pharaoh Ahkmenrah and Teddy Roosevelet. Shoppers could access exclusive film content, special offers and prizes by downloading the special Night at the Museum app and scanning symbols placed up and down the street.
Heart FM DJs Jamie Theakston and Emma Bunton presented the event and were joined on stage by their celebrity colleagues Mark Wright, Jason Donovan, Jenni Falconer, Toby Anstis, JK and Lucy. Take That flicked the switch for the official light up at 5pm, which was followed by a fireworks display.
Other activities taking place included appearances from Penguins of Madagascar stars Skipper, Rico, Private and Kowalski, Po from Kung Fu Panda and Toothless from How to Train Your Dragon 2. Retailers in the shopping district hosted a number of in-store activities and discount events, while Union J, Jessie Ware and the West End cast of Jersey Boys performed to the crowd.
David Shaw, head of Regent Street portfolio at The Crown Estate, said: "The Regent Street lights switch-on always marks the beginning of Christmas with a stylish bang. This year we have welcomed yet more exciting new retailers to the Regent Street Christmas shopping mix, and we look forward to celebrating further additions to the street in 2015."
Chris Green, Theatrical Marketing Director at Twentieth Century Fox, said: "This really was our biggest ever Christmas light display on Regent Street to celebrate the release of Night at the Museum: Secret of the Tomb. Now that the lights are lit up, we will continue to help bring the street to life with the Night at the Museum app, in the run up to the film’s release."
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