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Star Wars: The Empire Strikes Back at Secret Cinema. © Mike Massaro |
and Helen W. Kennedy, University of Brighton
The soon-to-be-released Star Wars: Episode VII – The Force Awakens is tipped to be the box office success of 2015. Hardly surprising given that fans have been waiting ten years since the last installment.
A lot has changed in how films are produced and promoted in the intervening decade. Last summer, for example, there was a huge Secret Cinema Star Wars event. Their immersive The Empire Strikes Back experience sold a staggering 100,000 tickets, generating over £6 million at the box office.
Running over four months, the event brought to the fore a new form of immersive cinematic entertainment which exploded in the UK over the summer of 2015. In addition to Secret Cinema’s event, the largest season of Open Air Cinema concluded its 125 outdoor screening run. In fact, a dizzying number of organisations now turn cinema into events: in the UK these include Sneaky Experience, Floating Cinema, Sing-alonga, Rooftop Film Club and Nomad Cinema.