What’s more magical than a mall? If you want to reach American consumers, it makes perfect sense to go straight to the place where they doing the consuming. In the 1980s, pop singer Tiffany proved it when her handlers cleverly booked a concert tour of the malls of America (you can see a bit of her Paramus, N.J, stop thanks to the way-back machine known as You Tube), and this holiday season the cast members of “The Chronicles of Narnia: The Voyage of the Dawn Treader” will be following in the singer’s food-court footsteps, albeit with some 21st century bells and whistles.
On Nov. 12, Georgie Henley (who portrays Lucy Pevensie) and Will Poulter (who plays Eustace Clarence Scrubb) will appear at the Beverly Center in Los Angeles at 4 p.m. for a lighting ceremony in an “Ice Palace,” an “immersive and interactive experience” setup in which “holiday shoppers get a sneak peek into the wondrous land of Narnia including scenes from the movie, a light show and snow,” according to the folks at Taubman Centers, a big name in the mall development and management business. The event at the Beverly Center will stream live to 15 other Taubman locations, including Miami; Denver; Dearborn, Mich.; and Farmington, Conn. At those locations, Taubman officials say, “children will wave LED wands to simultaneously illuminate the Ice Palaces from coast to coast … the celebration opens the free exhibit for all to experience, ushering in the holiday season and the arrival of Santa Claus.”
Here, by the way, is the trailer for the film, which arrives in theaters on Dec. 10 …
You can see a preview of the mall set-up in the photo above. And here’s a bit more on the events from a press release that goes out Friday: “Shoppers can experience the enchantment of ‘The Chronicles of Narnia: The Voyage of the Dawn Treader’ in the Ice Palaces at 16 Taubman shopping centers nationwide from November 12 through December 24. The exhibits, inspired by the magic of winter, feature a color changing 30-foot Ice Palace, encircled with a series of majestic arches and smaller globes that appear to be carved from ice and will immerse visitors with magical vignettes from the land of Narnia. As they walk through falling snow inside the structure, guests will encounter life-like figures portraying scenes from the film and exclusive movie footage integrated in an exciting video show. When visitors enter the Ice Palace’s largest dome, they will be greeted with falling snow and a captivating light show. The journey continues as guests can sit on the Ice Palace throne that’s cool to the touch, and leave their handprint on the interactive ice arch, which features the paw prints of famed Narnian creatures.”
— Geoff Boucher
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