Client: Secret Cinema
Role: Experience Design
Date: 7/11/14
Introduction:
As an experienced designer and producer, I had the opportunity to work on the highly-anticipated event, "Secret Cinema presents Back to the Future" for Secret Cinema. Secret Cinema is an events company that specialises in creating immersive cinema experiences by combining film screenings with themed venues and interactive performances.
The event was based on the classic film, "Back to the Future," and aimed to transport attendees into the world of Hill Valley through a combination of film screenings, themed venues, and interactive performances. The event would take place over several weeks, and was expected to attract a large number of attendees.
Challenges:
One of the main challenges of this project was creating an immersive experience that would transport attendees into the world of Hill Valley. This required a great deal of attention to detail and a thorough understanding of the film and its themes. Additionally, coordinating the various interactive elements and ensuring they functioned seamlessly together was a significant challenge.
Opportunities:
The event offered a great opportunity to showcase my skills as an experience designer and event producer. The mission was set to create an immersive and engaging experience for attendees and to push the boundaries of what is possible in an immersive cinema experience.
I worked closely with the Secret Cinema team to plan and activate all pre-narrative gorilla activities including a city-wide Delorean race.
"Key scenes from Back to the Future will be recreated at a secret location in London this summer for epic screenings of the time travel movie.
Organisers of the next production in the Secret Cinema presents... brand will build the entire town of Hill Valley, California, where teenager Marty McFly, as originally played by Michael J Fox, embarked on his dramatic journey from 1985 back 30 years to when his parents were young.
A time machine modelled - like that in the film - on a DeLorean DMC-12 will be on hand to help transport audiences between the different time zones through secret alleys and entrances to the town.
And the Enchantment under the Sea Prom dance, where Marty's parents, George and Lorraine fell in love after their first kiss, will take place in an after-party in a venue near the secret location.
Fabien Riggall, founder of Secret Cinema which has presented more than 40 immersive cinema screening events, said: "We shall play heavily on the innocent dream-like world of 1955 and the nostalgic pre-mobile phone world of 1985. We want the audiences to forget their current world and take an adventure.
"A section of the audience shall play out the narrative of Marty McFly, being thrown into a time machine and transported into another existence and others will become part of the 1955 and 1985 world before."
A television station will play programmes of the period and a Battle of the Bands will determine which musicians will play live on stage each night.
Bob Gale, who co-wrote the film, said the Secret Cinema experience would go even beyond the movie. He added: "If you've never seen Back to the Future with an audience, don't miss this chance. As good as the movie is in your own home, watching it on a big screen with an appreciative audience is far, far better."
The film hinges on the potential threat to Marty's own existence after his arrival back in 1955 threatens to disrupt his parents getting together. The movie was the biggest hit of the year when released in 1985."
I was responsible for the design and build of websites for the on-set Hill Valley businesses, management of the 1950’s themed Hill Valley Stores pop-up in Shoreditch.
implementation of cloud-based stock control system, scheduling and broadcasting of Hill Valley Radio, and design and build of Hill Valley Telegraph blog.
I collaborated with other team members to ensure all elements of the event functioned seamlessly together and contributed to the overall immersive experience.
Outcomes:
The event was a great success, with many attendees praising the immersive and engaging experience. The Delorean race added an extra layer of excitement and engagement for attendees, and the on-set Hill Valley businesses websites helped to create a more immersive experience. The Hill Valley Stores pop-up was a hit, and the cloud-based stock control system helped the store to run smoothly and efficiently. Hill Valley Radio and Hill Valley Telegraph blog also contributed to creating a more authentic and immersive experience for attendees.
Testimonials:
Attendees of the event had great things to say about the immersive experience. One attendee said, "I felt like I was truly transported into the world of Hill Valley, the attention to detail was amazing." Another attendee said, "I've been to many immersive cinema events, but this one was on another level, it was like nothing I've ever experienced before."
Metrics:
The event was sold out and received a high rate of positive feedback from attendees. The Hill Valley Stores pop-up store had a high sales rate and stock control system helped to keep the store running smoothly. Hill Valley Radio and Hill Valley Telegraph blog had high engagement rate with the audience.
Credits:
I would like to thank the Secret Cinema team for the opportunity to work on this exciting project and for their support throughout the process. Special thanks to the design, production, and technical teams for their hard work and dedication to creating an immersive and engaging experience for attendees. Thanks for capturing the magic in your video Phix Films!
