World Movies Secret Cinema returns to Sydney bigger and better

Screen Shot 2014-02-27 at 9.48.06 AMWorld Movies Secret Cinema will return to Sydney in April for the third time, extending the amount of sessions with attendees set to be taken to the “best secret location” yet, but asked not to share it on social media until it is over.

Last year’s event sold out in minutes, prompting the company to extend the run of the event to five sessions as it looks to create “an immersive film experience where we transport these movie-goers into a whole new world in an attempt to take the cinema experience and the brand experience, and merge them together” according to World Movies spokesman Michael Morcos.

“The way it works is attendees purchase a ticket but they don’t know where the film is showing, they don’t know the venue or location in Sydney and they also don’t know the film, so everything is done absolutely in the dark and we stay very tight lipped about it.”

The venue will be themed to match the film, with food, drink lighting and sound all co-ordinated to enhance the atmosphere and encourage viewers to engage with the theme’s of the film.

“We have actors on site so it’s a complete experience for them and its a way for us to engage with them and engage with the film and the themes of the film on a 3D platform essentially,” said Morcos.

With previous sessions selling out fast, this year’s World Movies Secret Cinema will run across three days offering five session over the weekend from April 11 to April 13. This year’s event marks the fourth year it has been done, twice in Sydney and once in Melbourne.

The sessions run at the same secret location to “ensure everyone has the same experience,” Morcos said.

“The venue this year is somewhere no one knows exists essentially, it’s somewhere that no one will have ever set foot in and its somewhere that’s never been used for anything, it’s really, really exciting. It’s just phenomenal, people are going to be really impressed with the venue we’ve found.”

Attendees will be asked to refrain from tweeting or posting photos to social media until the fifth session has finished in order to preserve the secrecy and mystery around the event’s location and film.

“We’ve implemented something on the evening to deter people from doing that, however I feel that the venue is that good with this event that even if people were to spoil it I think people would still want to experience it for themselves,” said Morcos.

Tickets go on sale on March 12, with a $53 ticket price including entry, an alcoholic beverage on arrival and a snack. World Movies Secret Cinema has welcome Salts Meats Cheese as the official caterer for this year’s event.

“Once they’ve purchased their ticket we then send them SMS clues in the lead up to the event evening just to give them a little taste of what might be in store and also keep them guessing and keep them on their toes in terms of what we might be showing and where it might be held.”

Miranda Ward


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