The show goes on — at the mall

Malls and shopping centers are as great for entertainment and performances as they are for shopping, notes an article from Bizbash.com. Westfield malls in Los Angeles, New York City and London, for instance, have staged shows or appearances from Lady Gaga, Taylor Swift, Scarlett Johansson, John Legend, Rihanna, DNCE, and Fitz and The Tantrums.

“The Westfield experience is becoming broader and more diverse,” said Courtney Brennan, Westfield’s vice president of national event sales, speaking to Bizbash.com. “The company is actively expanding the amenities and experiences that have traditionally been associated with shopping centers.”

BMF Media Group has organized promotions at Westfield malls and at Caruso properties. “We choose to activate at the Westfield Oculus space due to high visibility, heavy foot traffic and consumer envy,” said Bruce Starr, a BMF Media executive. “In general, we look at popular mall spaces like The Grove, in Los Angeles, when we are targeting a specific consumer type and high traffic for sampling.”

A promotional party for Columbia Pictures' Peter Rabbit movie was held at The Grove on Feb. 3.