{"id":34955,"date":"2018-11-13T19:17:05","date_gmt":"2018-11-14T00:17:05","guid":{"rendered":"https:\/\/digital.hbs.edu\/platform-rctom\/submission\/crowd-sourcing-as-the-future-of-secret-cinema\/"},"modified":"2018-11-13T19:17:05","modified_gmt":"2018-11-14T00:17:05","slug":"crowdsourcing-as-the-future-of-secret-cinema","status":"publish","type":"hck-submission","link":"https:\/\/d3.harvard.edu\/platform-rctom\/submission\/crowdsourcing-as-the-future-of-secret-cinema\/","title":{"rendered":"Crowdsourcing as the Future of Secret Cinema"},"content":{"rendered":"

Crowdsourcing as the Future of Secret Cinema<\/u><\/strong><\/p>\n

Secret Cinema, founded in 2007 in London, pioneered a new entertainment format: immersive film. The production company reimagines popular movies\u2014Star Wars, Moulin Rouge, Romeo + Juliet<\/em>\u2014as distinct four-hour events where audiences dress up as characters and actively participate in performances.[1]<\/a> The company resituates these performances from movie theater and computer screens, to \u201csecret\u201d and elaborate physical spaces\u2014akin to fully-fledged film sets\u2014drawing crowds of 5,000 attendees per night, paying up to $100 per ticket.[2]<\/a><\/p>\n

With 46 ground-breaking events completed in over a decade and ambitious expansion plans on the horizon, Secret Cinema should integrate crowdsourcing into all elements of its production. Crowdsourcing will enable Secret Cinema to continue to be a leader in the live entertainment space where the lines between creator and consumer are rapidly blurring.<\/p>\n

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Romeo + Juliet <\/em>(2018 production)<\/figcaption><\/figure>\n

I – Impact of Crowdsourcing on the Film Industry & Secret Cinema<\/u><\/strong><\/p>\n

Over the past several years, the film industry has seen a rise of the \u201ccreator consumer\u201d and the increased collaboration among all players in the film ecosystem: creators, consumers, talent, and funding parties.[3]<\/a> More than ever before, audiences want to actively contribute to various aspects of filmmaking, including (1) production, (2) content creation, and (3) performance.[4]<\/a><\/p>\n

The growth of digital media platforms such as YouTube, Netflix, Amazon Prime, as well as the growing rate of mobile penetration, have enabled the active contribution of consumers to filmmaking.[5]<\/a> One example is crowdfunding, where fans and filmmakers have collaborated on platforms such as Kickstarter and Indiegogo to fund projects that traditional studios have ignored.[6]<\/a> Amazon has been a leader in crowdsourcing consumers for content decisions: over the past six years, consumers have voted via online poles on which Amazon pilots to greenlight for production.[7]<\/a> Secret Cinema\u2014which already pioneers participatory performances\u2014is perfectly positioned to embrace the megatrend of crowdsourcing and to further innovate its productions by embracing the ideas of its fans.<\/p>\n

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Star Wars: The Empire Strikes Back<\/em> (2015 production)<\/figcaption><\/figure>\n

II – Secret Cinema\u2019s Short & Medium Term Approaches<\/u><\/strong><\/p>\n

Secret Cinema is addressing crowdsourcing in the short term by providing opportunities for audience interaction and idea generation through its digital media channels.[8]<\/a> In the leadup period to a new production, the dedicated website and Instagram and Facebook channels tease details of the film and its secret location to audiences, generating buzz amongst prospective ticket-buyers; once the film has been announced, the channels are used as forums for ticket-holders to exchange ideas to prepare for their performance (e.g., character bios and ideas for costumes and props).<\/p>\n

In the medium term, the channels will be used more broadly to position the company as a community of film enthusiasts, curating content on general trends in the film industry.[9]<\/a><\/p>\n

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Moulin Rouge<\/em> (2017 production)<\/figcaption><\/figure>\n

III – Additional Recommendations<\/u><\/strong><\/p>\n

Secret Cinema founder Fabien Riggal has revealed ambitious expansion plans for the company over the next several years:<\/p>\n