Published on 19th July 2021

Big screen to show films, sport and more in Imperial Gardens from 23 July

Residents and visitors can soon look forward to free open-air entertainment with a packed schedule of sport, films and music as a big screen arrives in Imperial Gardens.

Britain’s quest for gold this summer will be shown in the heart of Cheltenham, with the arrival of a big screen in Imperial Gardens. As well as the highlights of a summer of sport, residents and visitors can look forward to a packed schedule of fantastic films and music.

Opening on Friday 23 July and running through to the end of August, the Big Screen in the Gardens  will play host to sport fixtures, the Olympics and Paralympics, BBC Proms and films throughout the day and into the evening – giving residents and visitors the opportunity to enjoy free open-air entertainment after a busy day of shopping and dining.

The new event, which is being led by Cheltenham Borough Council, forms part of the town’s economic recovery activity and the government’s Welcome Back fund, which seeks to help towns and cities across the country to reopen and encourage visitors to return. 

Alongside the screen itself, the Garden Bar in Imperial Gardens will be serving drinks and food for screen-goers, whilst businesses throughout the town are being encouraged to get involved and offer takeaway options for those looking to soak up a film on a summer’s evening.

Councillor Victoria Atherstone, cabinet member for Culture, Wellbeing & Business said: “I’m absolutely delighted that we’ve been able to bring the Big Screen in the Gardens to Imperial Gardens this summer and to have a programme of sport, music and culture that is not only free, but that will appeal to such a wide range of audiences.

After the challenges of the last year, it’s so wonderful to see the kind of events and festivals that Cheltenham is so famous for returning and helping to bring that sense of joy and vibrancy back into The Festival Town.”

Tracey Crews, director of planning at Cheltenham Borough Council and lead officer for Cheltenham’s Economic Recovery Task Force, added: “Cheltenham’s Big Screen in the Gardens is the latest initiative from Cheltenham Borough Council to support the safe reopening of the town and another way of driving footfall as restrictions continue to ease.

It forms part of a wider programme of activity, alongside the work of the Cheltenham Economic Recovery Task Force that focuses on supporting the town’s economic recovery, including a range of support measures for businesses, major new investments in the town and increased marketing and promotion.”

For more information about the screen, and to view the full programme when published, go to

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About Marketing Cheltenham

Marketing Cheltenham is the Destination Marketing Organisation for Cheltenham, operating as a division of Cheltenham Borough Council.  The organisation is responsible for growing Cheltenham’s visitor economy, encouraging visitors to the town, to get them to stay longer and support the local tourism, hospitality and leisure businesses. This, in turn, will support economic growth – new jobs, business creation – and culture for the continued benefit of local people.

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As part of the UK Government’s Welcome Back Fund, Cheltenham Borough Council is receiving up to £103,577 of funding from the England European Regional Development Fund as part of the European Structural and Investment Funds Growth Programme 2014-2020. The Ministry of Housing, Communities and Local Government (and in London the intermediate body Greater London Authority) is the Managing Authority for European Regional Development Fund. Established by the European Union, the European Regional Development Fund helps local areas stimulate their economic development by investing in projects which will support innovation, businesses, create jobs and local community regenerations.

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