Owner and director of Dotted Lines Events, Jennifer Houlihan, shares the benefits of pop-up events for theatres and cinemas.
With the increasing appeal of experiential events, smart cinemas and theatres are reaping the rewards for their venues. Where groups such as VUE have been offering corporate hire and private screenings, for some time, small and independent properties are getting on-board too.
I’ve recently been working with an independent cinema to plan and produce a series of pop-up events based around film screenings. And with additional space open for use, the possibilities are endless. From ticketed events or parties for children
– based around a newly released film’s theme, to themed cocktails and nibbles or dinner for the over-18s market. The variety of the film and theatre industry gives venues endless creative opportunities.
Just as important are the commercial opportunities.
Pop-up events allow you to inject fresh excitement into the well-worn experience of a trip to the cinema. Offering something new, that you can target to a specific audience, means opening doors to new and higher value ticket sales. Pop-ups are also a vital tool in yield management strategies – shrewd businesses realise that they can fill their venue at days/times when they’re traditionally quiet. You’ve only got to look at the recent success of outdoor cinema events in hot tubs to see that people really do pop out for pop-up events.
How do you pull off a pop-up event? The best way is to start with finding a strategic partner you can work well with.
Theatres and cinemas know their own business, but event organisers can understand and work with them on the complexities of catering, event marketing, ROI, operations, staffing, and more.
You don’t have to go full pelt into an expensive or long-term contract either.
I’ve always found that the most successful way to approach pop-ups is to agree your goals, and then plan, test and prove your concept with an initial schedule of events over an agreed period of time.
The added bonus of pop-up events is the fun they can bring for your staff. It is something different to a normal working day that your people can get involved with too.
Venue tip-off
Forget the days of leaving your seat to order popcorn, ODEON has opened the doors to its new Islington Square cinema (pictured above), which also marks the launch of ODEON Luxe & Dine.
Guests at the cinema can choose from a carefully created menu which includes items such as Wagyu beef burgers, Moving Mountains Vegan burgers, Wild Boar hotdogs and Flatbread pizzas – and that’s just the food. To add even more luxury to their cinema experience, guests can enjoy Veuve Clicquot champagne and signature cocktails – all available to add to your booking before even arriving at the cinema. Whether you pre-order or decide you want a little something extra during the film, your selection will be served directly to your seat by highly trained ODEON colleagues.
ODEON Luxe & Dine Islington builds on the luxury experience of ODEON’s Luxe cinemas as all 202 seats in the boutique cinema, across six screens, are handmade and fully reclining. The art deco inspired foyer space and Oscar’s Bar offer the perfect place to relax before or after your film with ODEON’s iconic images and subtle references to the sophistication associated with the golden age of film.
