An inter-followed by an intramolecular double Heck reaction of bridged o, o′- dibromobiaryls with ethyl acrylate is described. The nature of the bridging atom/group determined the outcome of the reaction. This double Heck reaction strategy afforded a safe and convenient synthesis of 9-(ethoxycarbonylmethylene)-9H-xanthene and a novel route to 9 and/or 10-substituted anthracene derivatives.