Keep their secret
The film begins as soon as you buy your entry ticket. They even use immersive creativity to reveal the location and dress-code: for the zombie apocalypse of 28 Days Later, for instance, the invitation was sent out as a hospital appointment. There is only one rule: no photos.
Secret Cinema recreates the film universe in 360º. They choose secret locations and transform them into Hill Valley, the Death Star or New York in the 80s (with the Ghostbusters melody playing in the background). In the buildings, the film set is reproduced to the millimetre. But the ambiance is not created through props alone. The atmosphere is crucial. All attendees have to dress up for the occasion: full skirts, leather jackets and 50s hairstyles for Grease, bell-bottoms for Saturday Night Fever and fezes and leather coats for The Grand Budapest Hotel.
Immersive cinema is a response to a need felt by the audience: a generation no longer satisfied with the passive experience of staying in their seat, according to the creators of Secret Cinema. The idea goes far beyond showing the film to people wearing fancy dress. Film, music, art, theatre and dance are blended with the fan phenomenon and 80s nostalgia. There are live performances, actors who recreate legendary scenes from the films, and a devoted audience whose members won’t pass up the opportunity to take part.