This actually changed several times with different variations of this advertisement, with different characters, like the dragon Smaug and Gandalf.
Source: Warner Bros.
Date: 16th December 2013 (evening)
Location: Covent Gardens tube station (by the lifts)
Audience: Any passers by(as it was by the lifts, anyone standing waiting for a lift would see this), commuters, those going out etc
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