Since 2011 Essential Edinburgh has been bringing joy to residents and visitors alike with the annual FREE outdoor film screenings in the heart of the city centre. Taking place each June in the picturesque surroundings of St Andrew Square Garden, Square Cinema attracts family audiences for daytime screenings of family favourites in a picnic-style environment. Then in the evening, older audiences enjoy Hollywood blockbusters, and cult cinema screenings.
During Square Cinema 2026, city centre footfall was up 12.5% on 2025. Over 68% of our audience came into the city specifically for the event, with 63% going on to eat, drink and shop in the city centre spending on average £80.
Over fifteen years, our outdoor film screenings has evolved into one of the largest free outdoor cinema events in the UK – and the largest in Scotland – attracting audiences of up to 15,000 each year.
St Andrew Square Garden is in Edinburgh’s prime city centre footfall area and provides excellent brand exposure opportunities for sponsors and partners, both in the leadup to the event and during the 3-day run. Footfall through and around St Andrew Square Garden in June is over 700,000.
All levy paying businesses have the opportunity to showcase their business to attendees through free advertising on the giant outdoor screen. We regularly have over 100 businesses taking advantage of this opportunity, using a mixture of still and video adverts.
To find out more please email the marketing team.
