|| bronze plaque in the pavement of Leicester Square : of Universal Studios , the second longest lived Hollywood film studio . A subsidiary of NBC Universal , its main motion picture production / distribution arm is called Universal Pictures . Founded in 1912 by Carl Laemmle ; now part of NBC Universal , owning NBC Universal Television Distribution and based in Universal City , California . Leicester Square : heart of Londons movieland , Theatreland , prime location for major film premieres , co hosting the London Film Festival each year ; surrounded by floor mounted plaques with film stars names and cast handprints reproduced in bronze : by Brass Founders Sheffield , initially from plaster moulds , for major companies . ?