Giant advert at Waterloo that warns people about their 'last chance to turn back' from South London is accused of being 'classist' and 'racist' (6 Pics)

A film 400-foot-long, 50-foot-high advertisement adorning the front of a cinema in London has been described as 'classist' and 'racist'. 

The IMAX in Waterloo, central London, drew criticism mainly from those south of the Thames when it showed the message 'Welcome to South London, this is your last chance to turn around.'

The message ran alongside a huge advertisement for the new Grinch movie that IMAX is showing. 

'Welcome to South London. This is your last chance to turn around.' on front of Waterloo IMAX

The advertisement seems to have offended quite a few people, with a slew of comments denouncing it online. One man even likened the advertisement to 'racist' and 'classist' attitudes.

James Afsa said on Twitter: 'Welcome to South London. This is your last chance to turn around'

'Nope. Not finding this funny @BFI Imax Waterloo - snobbery of South London is based on classist and racist stereotypes.

A second message read: 'You are now heading north of the river. Try to contain your excitement.'

'Genuinely tried hard not to be a Grinch about this but too much #SouthLondonPride'.

Some people said that the message perpetuates the 'snobbish' North-South divide in London. 

On Twitter James Afsa wrote: 'Nope. Not finding this funny @BFI Imax Waterloo - snobbery of South London is based on classist and racist stereotypes'

Another person using the handle @isamyelyah said she would  be boycotting the cinema in response to the 'vile anti south London slander'

A second message on the same screen read: 'You are now heading north of the river. Try to contain your excitement.'  

A woman using the handle @isamyelyah said she would even be boycotting the cinema in response to the 'vile anti south London slander'. 

She tweeted: 'Will be boycotting the new grinch film due to vile anti south london slander on the giant ad for it on the waterloo roundabout imax'. 

Replying to a tweet by The Grinch movie's official Twitter page, James Mattey voiced his displeasure at the advertisement. 

Richard Grant-brown tweeted: 'Unbelievable arrogance to think you can insult the area in which you exist'

He said: 'Your advert on the Waterloo @IMAX suggesting that North is better than South London prevents me from seeing your film. 

'How many people did the ad go through? All of them saying 'Good work, 50k well spent' add your own invective. Rubbish.'

Posting on Facebook, Shayanna Harris shared images of the contentious advertisement with the message: 'This is out of Order!! I do not think this is acceptable at all! Who thought this was ok??!!' 

Posting on Facebook, Shayanna Harris called message out of order but others found it funny

Ferron Gray tagged BFI in response, saying: 'Who thought this was a good idea? A mile from Peckham? There are Post Code wars and kids are getting stabbed daily. But yet you go and do this foolishness! Are you mad?' 

Robbie Travers and others did find the message funny however, he said: 'Absolutely hilarious - get a life and a sense of humour'. 

Sidney Taylor simply asked: 'Whats the problem?'   

The drum-shaped cinema is wrapped by a 393 foot-long, 47 foot-high advertising canvas that gets seen by 3.5 million adults over two weeks, the highest adult reach of any single site in the country, according to its advertising sales partner Ocean Outdoor.

The site is hugely popular with deep-pocketed brands that want to stand out and is said to cost in the region of £200,000 to book for a fortnight, including production, according to Campaignlive.

The cinema is owned by the British Film Institute and run by Odeon, both have been contacted for comment.