Secret Cinema Secures Permanent London Home After 20 Years of Pop-Up Events
In a landmark move for immersive entertainment, Secret Cinema has officially announced plans to open its first permanent flagship venue in London. This decision comes after nearly 20 years of creating temporary, large-scale cinematic experiences across the capital and beyond.
From Mystery Screenings to a Permanent Base
Founded in London in 2007 by Fabien Riggall, Secret Cinema began with secret film screenings where the title remained a mystery until the event began. The company has since evolved dramatically, producing over 60 unique immersive experiences that recreate entire worlds from films like Dirty Dancing, Back to the Future, and Casino Royale.
These productions feature elaborate purpose-built sets, interactive performances, and often incorporate charitable elements. For instance, following Robin Williams' death, Secret Cinema organized a screening of Dead Poets Society with proceeds benefiting the mental health charity Mind.
The Greenwich Peninsula Development
The new permanent venue will be constructed on the Greenwich Peninsula, with developers targeting an opening later this year. This location places Secret Cinema within a new Troubadour Theatres development that includes two 1,500-seat auditoriums, creating a significant cultural hub in this riverside neighborhood.
Merritt Baer, artistic director and producer of Secret Cinema, expressed enthusiasm about the location: 'Greenwich Peninsula is the perfect location for Secret Cinema's long-term flagship home. We are committed to bringing world-class immersive experiences to London audiences and are thrilled to work with local businesses and partners to make this happen.'
Addressing Past Controversies and Future Vision
Secret Cinema has faced some criticism in the past, particularly regarding ticket prices in 2020. Founder Fabien Riggall defended the costs by emphasizing that their productions are comparable to theatre experiences rather than conventional cinema outings.
Merritt Baer, who is also co-founder of TodayTix (which gained controlling interest in Secret Cinema in 2021), elaborated on the company's mission: 'Secret Cinema is a curator of lasting memories and epic experiences, trailblazing the future of entertainment. We are looking forward to breaking ground on this venue and continuing to bring entertainment's most loved stories to life.'
Local Support and Cultural Impact
Laura Flanagan, director at Greenwich Peninsula, welcomed the development: 'Secret Cinema's plans for a long-term flagship home at Greenwich Peninsula reflect the momentum of this riverside neighbourhood as a place to experience world-class culture and entertainment. We're proud to see another ambitious, globally recognised brand choose Greenwich Peninsula for its next chapter and look forward to the energy it will bring to the neighbourhood.'
The company continues to expand its repertoire with productions like Grease: The Immersive Movie Musical, which is returning this summer. This permanent venue represents a significant evolution from Secret Cinema's origins as a pop-up phenomenon to an established cultural institution in London's entertainment landscape.
