Secret Cinema Sets Sights on Permanent London Home
After nearly two decades of crafting unforgettable immersive cinematic events, the renowned Secret Cinema is gearing up to launch its first permanent flagship venue in London. For almost 20 years, the company has captivated audiences by bringing beloved films to life, with over 60 unique experiences meticulously recreated. Audiences have stepped directly into the worlds of classics like Dirty Dancing, Back to the Future, and Casino Royale, transforming movie nights into extraordinary adventures.
Initially, Secret Cinema began with a more understated approach, hosting mystery screenings. However, the organisation quickly evolved, developing elaborate events that feature purpose-built sets and highly interactive performances. These productions go beyond simply watching a film; they invite attendees to become part of the narrative. This commitment to creating deeply engaging experiences has become their hallmark.
Beyond the thrill of immersion, Secret Cinema has also demonstrated a commitment to social causes. Many of their screenings have incorporated a charitable link. A poignant example was their screening of Dead Poets Society following the death of Robin Williams, with proceeds from the event directed to the mental health charity Mind. This initiative highlights their ambition to use their unique platform for meaningful impact.
The exciting new venture is slated to be constructed on the Greenwich Peninsula, a vibrant and developing area of London. Developers are optimistically aiming for an opening later this year, signalling a significant milestone for the immersive entertainment company. This new venue will be part of a larger development by Troubadour Theatres, which is set to include two impressive auditoriums, each capable of seating 1,500 patrons.
A Perfect Fit for Immersive Entertainment
Merritt Baer, the artistic director and producer for Secret Cinema, expressed her enthusiasm for the chosen location. “Greenwich Peninsula is the perfect location for Secret Cinema’s long-term flagship home,” she stated. “We are committed to bringing world-class immersive experiences to London audiences and are thrilled to work with local businesses and partners to make this happen.” This sentiment underscores the strategic importance of Greenwich Peninsula as a hub for cultural and entertainment innovation.
While Secret Cinema has garnered widespread acclaim, it has also faced scrutiny. In 2020, the company encountered some backlash regarding ticket prices. However, founder Fabien Riggall staunchly defended the cost, drawing a parallel between their elaborate productions and the pricing of traditional theatre performances rather than standard cinema tickets. He argued that the value proposition lies in the unique, multi-sensory experience offered.
Merritt, who also co-founded TodayTix and holds a controlling interest in Secret Cinema as of 2021, further elaborated on the company’s vision. “Secret Cinema is a curator of lasting memories and epic experiences, trailblazing the future of entertainment,” she remarked. “We are looking forward to breaking ground on this venue and continuing to bring entertainment’s most loved stories to life.” This forward-looking statement highlights their dedication to pushing the boundaries of entertainment.
A New Chapter for Greenwich Peninsula
The selection of Greenwich Peninsula for this ambitious project is seen as a significant boost for the area’s cultural landscape. Laura Flanagan, director at Greenwich Peninsula, welcomed the news, stating, “Secret Cinema’s plans for a long-term flagship home at Greenwich Peninsula reflect the momentum of this riverside neighbourhood as a place to experience world-class culture and entertainment. We’re proud to see another ambitious, globally recognised brand choose Greenwich Peninsula for its next chapter and look forward to the energy it will bring to the neighbourhood.”
Secret Cinema’s journey began in London in 2007, founded by Fabien Riggall. In its early days, the film selection was a closely guarded secret, revealed only as the screening commenced, adding an element of surprise and intrigue. Today, the scale of Secret Cinema’s productions has grown exponentially. For instance, their highly successful Grease: The Immersive Movie Musical is set to return this summer, with details of the production now revealed in advance, reflecting a shift in their operational model to accommodate larger audiences and more complex staging. This evolution signifies their growth from a niche concept to a major player in the entertainment industry.
The establishment of a permanent venue marks a pivotal moment for Secret Cinema, promising to solidify its position as a leader in immersive entertainment and offering Londoners and visitors alike a new destination for unforgettable cinematic adventures.
