20th Century Fox and Dreamworks Animation bring film launch to life in dragon kite stunt

A kite made to look like a dragon and larger than a London double-decker bus flew through Tower Bridge this morning (1 July) in a stunt to promote new film How to Train Your Dragon 2.

The large-scale dragon kite flew across London's skyline this morning
The large-scale dragon kite flew across London's skyline this morning

20th Century Fox appointed experiential marketing agency PS Live to work on the event, in which the kite, measuring 54 feet from head to toe, has been made to look like one of the film’s star characters, the dragon Toothless.

From a launch point in North Greenwich at 6am, a high-speed rib boat pulled the kite through the draw bridges of Tower Bridge before landing safely in the water by Tower Pier on the North Bank of the River Thames. The dragon kite flew for around 20 minutes.

Michael Brown, managing director of PS Live, told Event the stunt has been six months in the planning, with the agency working with the Port of London Authority and Corporation of London to gain necessary permission to deliver the event.

He added: "We worked with a New Zealand company called Peter Lynn Kites, as well as a number of suppliers during the process, and approximately 25 people were on the river this morning working on the activity."

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