Secret Cinema, a division of TodayTix Group, has unveiled its new division Studio Secret Cinema.
The agency will create bespoke brand experiences, pop-up-events, marketing events, trade fairs, launch parties and influencer events. Some of its clients include O2 Priority, EE, Havas Play and Activision Blizzard.
It aims to help brands “create more authentic moments of connection”, said the business.
One of the first events Studio Secret Cinema worked on was a collaboration with mobile network EE, EE Presents: The Home Circus, a live circus event that was accompanied by a 30-minute TV episode. The episode dramatised the chaos of the school holidays. It aimed to highlight the telecom firm’s broadband capabilities and was created in collaboration with creative agency Havas Play.
Merritt Baer, Secret Cinema lead producer and TodayTix group president and co-founder, said: “’Through Studio Secret Cinema, brands can work with the creative and production talent behind our world-famous live entertainment productions to deliver experiential marketing, press events, premieres and screenings, sponsorship activation campaigns and more.”
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The agency launch comes after Secret Cinema published a report titled ‘The Power of Collective Awe: Decoding the Emergent Fan Experiences of Tomorrow’. It showcased that there were three major reasons to attend live events: “to be awestruck”, “to connect to people” and “to connect to myself”.
The report also highlighted that 70% of live entertainment audiences want experiences to feel authentic.
Secret Cinema business development director Catherine Botibol said: “We know from our extensive research what audiences are looking for from live experiences, they want to step away from technology and reconnect with people, to feel a collective sense of awe and wonder.”
She added: “As masters in large-scale immersive storytelling it felt like the obvious next step to offer this knowledge and expertise to brands trying to get closer to audiences in new, memorable and truly meaningful ways.”
