Agency Mischief PR devised the campaign and enlisted Odeon's signage company Complete Contract Solutions to create a golden 'L','E' and 'O' to add to its iconic sign. It is the first time the lettering has changed since 1937, and will remain in situ until Monday (29 February).
Odeon enlisted a living Oscar award to stand outside the cinema for publicity shots yesterday (23 February), which proved popular with tourists and Londoners, as well as on social media.
The PR stunt accompanies research from the cinema chain that found 40% of the British public want The Revenant actor to win the coveted Best Actor Oscar at the Academy Awards this Sunday (28 February).
Andy Edge, commercial director of Odeon UK & Ireland, said: "Awards season always adds lots of excitement and magic to the year's film slate, with the race for Best Actor receiving much of the nation's attention.
"Our guests are backing Leo and we want to show our support too - it's about time he picked up a gong. With The Revenant picking up five BAFTAs we reckon this is the start of a large award cabinet for the film and Leo."
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