The British High Commission, Disney Malaysia and British Council Malaysia launched The BFG campaign at 1 Utama Shopping Centre with a premiere screening of The BFG movie and a pop-up bookstore featuring British author Roald Dahl’s book.
The campaign celebrates the 100th birth anniversary of Roald Dahl, whose best-selling The BFG storybook is now being brought to life by world-acclaimed director Steven Spielberg. The movie will be released in Malaysia cinemas on 18 August 2016.
In addition to the movie, the campaign sees British publisher Penguin Malaysia partnering Malaysian bookstores in hosting a one-of-its-kind The BFG Pop-up Bookstore at Sunway Pyramid (12-14 August) and 1 Utama Shopping Centre (17-21 August). The interactive pop-up bookstore showcases an extensive collection of books by Roald Dahl. The British Council Malaysia is also hosting BFG-themed children storytelling and English language learning activities at the pop-up bookstore.
The launch campaign was hosted by H.E. Vicki Treadell CMG MVO, British High Commissioner, the premiere screening was attended by Malaysia ministerial officials, educationists and prominent business leaders including Prof Datuk Jummy Choo OBE, who is the campaign ambassador for the UK’s Education is GREAT campaign.
Underprivileged children from non-profit organisation – Dignity for Children Foundation were also treated to a magical evening as they participated in fun activities at The BFG Pop-up Bookstore and attended the premiere screening. To inculcate the reading habit amongst children, 20 sets of Roald Dahl books will be presented to Dignity’s school library on top of storytelling sessions which will be conducted by British Council Malaysia in September to coincide with Wold Roald Dahl’s Day on 13 September 2016.
The UK government’s GREAT Britain campaign is a global partner of The BFG film.