{"id":8650,"date":"2025-06-11T10:00:35","date_gmt":"2025-06-11T08:00:35","guid":{"rendered":"https:\/\/www.darioriccio.com\/?p=725"},"modified":"2025-06-11T09:48:38","modified_gmt":"2025-06-11T07:48:38","slug":"secret-cinema-immersive-but-social","status":"publish","type":"post","link":"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/","title":{"rendered":"Secret Cinema: immersive, but social"},"content":{"rendered":"\n<p>Hello friends! This is a somewhat atypical article, not only because in this case I started from the audio, so from the podcast. And most importantly, I am not alone. To be specific, with me there is the extremely interesting <strong><em><a href=\"https:\/\/www.linkedin.com\/in\/andrea-moccia-45153671\/\" target=\"_blank\" rel=\"noreferrer noopener\">Andrea Moccia<\/a><\/em><\/strong>, who was a producer as well as one of the cornerstones of the London&#8217;s <a href=\"https:\/\/www.secretcinema.org\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>Secret Cinema<\/em><\/strong><\/a>.<\/p>\n\n\n\n<p>In his voice we can hear, without a doubt, a passion for the new way to watch movies, with an immersiveness beyond any level ever achieved. We could say that they have &#8220;recreated&#8221; the movies in the real world.<\/p>\n\n\n\n<p>Let&#8217;s try to understand it a little better with himself. So here is the interview with Andrea Moccia.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left-text counter-hierarchy ez-toc-counter ez-toc-light-blue ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">Indice - Contents table<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #00d9f0;color:#00d9f0\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #00d9f0;color:#00d9f0\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Introducing_Andrea_Moccia\" >Introducing Andrea Moccia<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#How_Secret_Cinema_is_interpreting_immersive_cinema\" >How Secret Cinema is interpreting immersive cinema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#England_the_ideal_country_to_grow_up\" >England, the ideal country to grow up<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Close_cooperation_with_film_companies\" >Close cooperation with film companies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#How_to_choose_films_suitable_for_immersiveness\" >How to choose films suitable for immersiveness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#The_typical_structure_of_a_Secret_Cinema\" >The typical structure of a Secret Cinema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Is_VR_the_future_Or_will_we_get_back_together_again\" >Is VR the future? Or will we get back together again?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#So_many_seek_a_new_way_of_conceiving_cinema\" >So many seek a new way of conceiving cinema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Skates_and_social_issues_where_Secret_Cinema_started\" >Skates and social issues: where Secret Cinema started.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#The_importance_of_moral_awareness_in_cinema\" >The importance of moral awareness in cinema<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#The_death_of_the_high_street\" >The death of the high street<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Multi-sensory_cinema_yes_but_without_distractions\" >Multi-sensory cinema: yes, but without distractions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#Technology_should_help_not_destroy\" >Technology should help, not destroy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/blog.theusualnext.com\/en\/secret-cinema-immersive-but-social\/#secretcinemaorg_to_learn_about_Secret_Cinema\" >secretcinema.org, to learn about Secret Cinema<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Introducing_Andrea_Moccia\"><\/span>Introducing Andrea Moccia<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1516438015098-300x300.jpeg\" class=\"wp-image-658\" alt=\"Un uomo seduto in un ambiente di lavoro con scaffali pieni di libri e materiali, in un&#039;atmosfera creativa e informale, riflettendo il concept di The Usual NeXt.\"  > <figcaption class=\"wp-element-caption\">Andrea Moccia<\/figcaption><\/figure>\n<\/div>\n\n\n<p class=\"has-text-align-left\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Andrea Moccia is a veteran in innovative cinema who has been trying for years to innovate and change a bit the way cinema is enjoyed.<\/p>\n\n\n\n<p class=\"has-text-align-left\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Hi Dario, nice to meet you. I am very glad to meet you. <\/p>\n\n\n\n<p class=\"has-text-align-left\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>How are you? All right?<\/p>\n\n\n\n<p class=\"has-text-align-left\"><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>It&#8217;s all right, thank you. Here in London it is gray as hell. Today there is a fog I have never seen, it feels more like Switzerland than London.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay, a Londoner telling me about the fog like that is interesting. People say it&#8217;s always there, but I&#8217;ve been to London a few times actually, and I&#8217;ve never caught it with fog&#8230;.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Fog not too much. The sky is always gray. But fog not too much.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Yes, indeed the sky was gray. I clearly remember that. So, tell us a little about you&#8230; You&#8217;re from Rome. So a pure Italian, from the capital. Moved to London since? What was it like? Why did you go to London? How did you find yourself there?<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>I <strong>moved to London in 2010 for studies<\/strong>. I graduated here, and during my last year of University, I was very lucky to be introduced to the world of Secret Cinema. I went to a couple of their shows, and among them there was one based on <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/The_Shawshank_Redemption\" target=\"_blank\" rel=\"noreferrer noopener\">The Shawshank Redemption<\/a><\/strong>. After going to this show, <strong>I was absolutely impressed by this world, this format<\/strong>. And I found a way to start working with them.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-chait-goli-1796715-1024x576.jpg\" class=\"wp-image-656\" alt=\"Ruota panoramica di Londra sul Tamigi con il edificio storico e il cielo sereno in background, icona turistica e attrazione della capitale britannica.\"  > <\/figure>\n\n\n\n<p>At first as a trainee. While I used to study in the mornings for exams, I went to the office in the afternoons. Then I started working with them, first as an assistant and then for the last five or six years as a producer.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay, I just stop you a moment, just to get a good understanding. First of all, I presume you were studying something related to cinema. What were you studying?<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>No, I did <strong>business administration and management<\/strong>. So not directly related to cinema. However, it is a degree with which I found many affinities as a producer. Let&#8217;s also say that I&#8217;ve always had an interest in art, in performance. When I was a kid I did some acting, I liked that world. And I found a way to apply my degree to the world of performance and art.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Secret_Cinema_is_interpreting_immersive_cinema\"><\/span>How Secret Cinema is interpreting immersive cinema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>OK. Because in fact Secret Cinema, even to explain it a little bit to our listeners, what is it? Very broad question.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Of course. So, <strong>Secret Cinema is a company that specializes in what we call &#8220;immersive cinema&#8221;<\/strong>. And what the company does, is basically take these big abandoned buildings, or big spaces, pick a movie and rebuild the whole set and world of the movie inside this building.<\/p>\n\n\n\n<p>Then spectators buy a ticket. The moment they buy a ticket, they are assigned a character. We tell them how to dress and who they are within the world. Never anyone among the main characters. Always characters created by us who could exist in that world.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full is-resized\"><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/The_Handmaiden_film.png\" height=\"377\" width=\"264\" class=\"wp-image-660\" alt=\"Ragazza con capelli lunghi e trucco elegante, accompagnata da tre uomini misteriosi in abiti formali, in una foto teatrale dal forte impatto visivo.\"  > <figcaption class=\"wp-element-caption\">The Handmaiden<\/figcaption><\/figure>\n<\/div>\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Extras&#8230;<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>That&#8217;s right, extras basically. And people come to experience the world of this film. We have covered great classics such as <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Back_to_the_Future\" target=\"_blank\" rel=\"noreferrer noopener\">Back to the Future<\/a><\/strong>, <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/The_Battle_of_Algiers\" target=\"_blank\" rel=\"noreferrer noopener\">The Battle of Algiers<\/a><\/strong>, <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Star_Wars\" target=\"_blank\" rel=\"noreferrer noopener\">Star Wars<\/a><\/strong>. Up to much more niche films, for example <em><a href=\"https:\/\/en.wikipedia.org\/wiki\/Park_Chan-wook\" target=\"_blank\" rel=\"noreferrer noopener\">Park Chan-wook<\/a><\/em>&#8216;s <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/The_Handmaiden\" target=\"_blank\" rel=\"noreferrer noopener\">The Handmaiden<\/a><\/strong>, or <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/I,_Daniel_Blake\" target=\"_blank\" rel=\"noreferrer noopener\">I, Daniel Blake<\/a><\/strong>.<\/p>\n\n\n\n<p><strong>The company was founded in 2007<\/strong>. It operates on a global scale at this time. We have performances in the <strong>United States<\/strong>, <strong>England<\/strong> and <strong>China<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"England_the_ideal_country_to_grow_up\"><\/span>England, the ideal country to grow up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Basically, however, you do most of the shows in London. Or they are somewhat evenly divided among countries.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Most of the shows we always did in London, yes. Let&#8217;s say London is our base, where we grew up. And England has been crucial to that growth, I think.<\/p>\n\n\n\n<p><strong>In terms of bureaucracy, but also as theatrical industry, there is already a base where something like this has been able to grow far more easily than in other countries<\/strong>. For example, in my opinion even if the idea had started in the USA, it would have been more complicated. Even just to access these buildings, which are usually large mansions not built to accommodate thousands of people for an event.<\/p>\n\n\n\n<p>They can be abandoned factories, or <em>warehouses<\/em>, things like that. So the process of getting permits, the process of turning these buildings into what they are, then assets or spaces for very large events, is very complicated and expensive.<\/p>\n\n\n\n<p>And I think, in the early days, these ingredients could have worked only in England.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Close_cooperation_with_film_companies\"><\/span>Close cooperation with film companies<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/I_Daniel_Blake-202x300.png\" class=\"wp-image-664\" alt=\"Dettagliata immagine di Daniel Blake con testo sul muro, promozione di uno spettacolo teatrale, performance emozionali e di impatto. Evento di teatro con messaggi di lotta, speranza e realt\u00e0 sociale.\"  > <\/figure>\n<\/div>\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Do you guys have any help, any cooperation from the film companies, or do they not care? Do you just buy the rights to reproduce the film?<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Look, it really depends from movie to movie. There are some properties that are perhaps a bit more dormant, with titles that are not being redeveloped or, otherwise while having historical value, are not bringing in much revenue at this time.<\/p>\n\n\n\n<p>At that point maybe the studios contact us and ask if we want to do something with these films; in short, they want to generate new interest. Then, of course, there are other films where we ask for and pay rights to the studios, working with them as licensees.<\/p>\n\n\n\n<p>There <strong>is always collaboration at the operational level<\/strong>, though, never just at the financial level. There is always an involvement of &#8220;Studios&#8221; and creators in our creative process.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay, so they are interested anyway. It is also a way for the companies to promote the film.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-full\"><img decoding=\"async\" width=\"220\" height=\"326\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Moulin_rouge_poster.jpg\" alt=\"Movie poster for the film &quot;Moulin Rouge!&quot;\" class=\"wp-image-629\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Moulin_rouge_poster.jpg 220w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Moulin_rouge_poster-202x300.jpg 202w\" sizes=\"(max-width: 220px) 100vw, 220px\" \/><\/figure>\n<\/div>\n\n\n<p>Absolutely. We make many films in years when a sequel is released. For example, <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Blade_Runner\" target=\"_blank\" rel=\"noreferrer noopener\">Blade Runner<\/a><\/strong>, which we did in the year that <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Blade_Runner_2049\" target=\"_blank\" rel=\"noreferrer noopener\">Blade Runner 2049<\/a><\/strong> was released. Or <strong>Star Wars<\/strong> in the year the <em>franchise<\/em> started again. So yes, many times there are also marketing interests behind it.<\/p>\n\n\n\n<p>A beautiful thing <em><a href=\"https:\/\/www.imdb.com\/name\/nm0525303\/\" target=\"_blank\" rel=\"noreferrer noopener\">Baz Luhrmann<\/a><\/em> said to Fabien (<em><a href=\"https:\/\/www.linkedin.com\/in\/fabienriggall\/?originalSubdomain=uk\" target=\"_blank\" rel=\"noreferrer noopener\">Fabien Riggall<\/a><\/em>, nda), the person who created Secret Cinema in 2007, after coming to a <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Moulin_Rouge!\" target=\"_blank\" rel=\"noreferrer noopener\">Moulin Rouge!<\/a><\/strong> show, was: <\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>I made the movie, but you created the world. <\/p>\n<cite><em><em>Baz Luhrmann<\/em><\/em><\/cite><\/blockquote>\n\n\n\n<p>And that, I think, is a very appropriate summary for what we do. <strong>We create a world of the film<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_to_choose_films_suitable_for_immersiveness\"><\/span>How to choose films suitable for immersiveness<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img decoding=\"async\" width=\"300\" height=\"290\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-300x290.jpg\" alt=\"Guardians of the Galaxy, from the Secret Cinema website.\" class=\"wp-image-631\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-300x290.jpg 300w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-1024x989.jpg 1024w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-768x742.jpg 768w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-450x435.jpg 450w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy-800x773.jpg 800w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/secret-cinema-guardians-of-galaxy.jpg 1120w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>You are currently working with Marvel, and then with <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Guardians_of_the_Galaxy_(film)\" target=\"_blank\" rel=\"noreferrer noopener\">Guardians of the Galaxy<\/a><\/strong>. For example, who wanted to make this film that is now on the schedule? You asked Marvel or it was <a href=\"https:\/\/www.marvel.com\" target=\"_blank\" rel=\"noreferrer noopener\">Marvel<\/a> who asked you to develop the world, the marketing.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p><strong>Guardians of the Galaxy<\/strong> is the last show that I worked on at Secret Cinema. I recently left Secret Cinema.<\/p>\n\n\n\n<p>In reality, it is originated from a much larger collaboration between <em>Disney<\/em> and Secret Cinema. We have a contract of several years with Disney in which we have access to several of their titles. I mean, who wouldn&#8217;t want to work on the Marvel world? Who wouldn&#8217;t want to join the Marvel Universe&#8230;<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>I guess.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Basically when we choose movies, we don&#8217;t always choose them because it&#8217;s a great movie or a great story. There are many beautiful films that do not work for a Secret Cinema, precisely because we have to create a world, we have to give viewers the opportunity to disguise themselves, to impersonate someone.<\/p>\n\n\n\n<p><strong>Guardians of the Galaxy<\/strong>, being all set in space with this mix of alien races, we felt it was the most interesting world we could recreate in a physical, real-world setting.<\/p>\n\n\n\n<p>Whereas instead, I don&#8217;t know&#8230; One of my favorite Marvel movies is the first <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Iron_Man_(2008_film)\" target=\"_blank\" rel=\"noreferrer noopener\">Iron Man<\/a><\/strong>. However, it does not offer many insights to engage viewers. While instead you come as an alien, to watch <strong>Guardians of the Galaxy<\/strong>. So, all the people come in makeup and in these beautiful, exaggerated costumes; and part of the beauty of coming to a Secret Cinema is just that, right?<\/p>\n\n\n\n<p>There are people who spend weeks, months, creating costumes for themselves, putting all the photos of the process on Instagram. Many of our fans are also <em>cosplayers<\/em>, or people who work in the creative industry. It is also an opportunity for them to show off their creative talents in a social, sociable environment.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/facebook-job-1024x538.jpg\" alt=\"\" class=\"wp-image-633\"\/><figcaption class=\"wp-element-caption\">Moulin Rouge! at Secret Cinema. From <a href=\"https:\/\/www.secretcinema.org\" target=\"_blank\" rel=\"noreferrer noopener\">secretcinema.org<\/a>.<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_typical_structure_of_a_Secret_Cinema\"><\/span>The typical structure of a Secret Cinema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Oh yes, because the Secret Cinemas, practically, how are they structured? Is there the screening of the movie in costume, or you see the movie and then move on to other environments&#8230;<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>In a typical Secret Cinema, <strong>we sent you<\/strong> basically an email. The email redirects you to a website. On this site we usually have <strong>personality questions<\/strong>, questions that will get you <strong>assigned a character<\/strong>. Each character is part of larger groups, and each group has its own specific mission; its own specific path within the show.<\/p>\n\n\n\n<p>Then, when you get to the show, the first two or three hours are like an <strong><em>open world<\/em> video game<\/strong>, where you can go and do various missions; talk to all the characters. You go to sets, you can get drinks, you can go dancing, there&#8217;s music, there&#8217;s food&#8230; Yes, it&#8217;s like a video game where you choose your own adventure.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>A real video game, in short, rebuilt in reality&#8230;<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Back-to-the-Future-featured-300x169.jpg\" alt=\"The DeLorean from the movie &quot;Back to the Future&quot;\" class=\"wp-image-636\"\/><figcaption class=\"wp-element-caption\">DeLorean in &#8220;Back to the Future&#8221;<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Correct. So this is the beginning. Then, after two or three hours, you watch the movie. And during the film we also reenact many live scenes. So, for example, if you&#8217;re in <strong>Back to the Future<\/strong> and there&#8217;s the <em><strong>DeLorean<\/strong><\/em> leaving and going to 1986, there&#8217;s also a <em>DeLorean<\/em> going next to you. Just a real <em><strong>DeLorean<\/strong><\/em> passing by you.<\/p>\n\n\n\n<p>Or, when <em><strong>Doc<\/strong><\/em> falls off the tower, we had a <em><strong>Doc<\/strong><\/em> starting from the clock tower on a <em>zipline<\/em>, going over the spectators and landing on the other side of the field. Because <strong>Back to the Future<\/strong> is a show we did outdoors.<\/p>\n\n\n\n<p>For <strong>Star Wars<\/strong>, we had an <strong><em>X-Wing<\/em><\/strong> that flew over a thousand viewers, landed and out came <em>Luke Skywalker<\/em>. So it&#8217;s all things like that. These are shows that reach <em>production values<\/em> that few other events can achieve.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Is_VR_the_future_Or_will_we_get_back_together_again\"><\/span>Is VR the future? Or will we get back together again?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Of course, the parallel with virtual reality comes to mind. In the sense that you have similar experiences, with the major difference being that you are in a sociable environment, with others, and not alone locked in an headset. And this could also make a big difference.<\/p>\n\n\n\n<p>In your opinion, or even according to people you have talked to (viewers, colleagues&#8230;), how will this situation evolve? Will people always want to be with each other?<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p><strong>I<\/strong>, at least, <strong>am an absolute fan of shared experiences<\/strong>. For me, there is nothing more beautiful than going to a concert with thousands of other people; or going to a movie or theater.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-wendy-wei-1190297-300x200.jpg\" alt=\"Thousands of people at a concert.\" class=\"wp-image-667\"\/><\/figure>\n<\/div>\n\n\n<p>There is just a feeling that you can&#8217;t beat. Unless virtual reality will reach levels we cannot even imagine at this time. I don&#8217;t think it will come to replace the live experience.<\/p>\n\n\n\n<p>What we are trying to do is to put some magic back into going to the cinema, right? <strong>Fabien, when he started this concept of <em>Secret Cinema<\/em> he was always thinking about the days when people went to the movies dressed up; when going to the movies was an event, when it was really a celebration<\/strong>.<\/p>\n\n\n\n<p>This is what we want to report. It came into being almost a reaction to these <em>multiplex<\/em> giants. These multiscreens where the experience of going to the movies has been somewhat &#8220;formatted,&#8221; and the magic has been lost a bit. So this is what we are looking for. And this, in my opinion, is the <em>challenge<\/em> that cinema, and other art forms as well, will have to face.<\/p>\n\n\n\n<p>But how do you do it? How do you put this magic back? How do you go about breaking a format that has come to produce this mechanization of <em>entertainment<\/em>? I don&#8217;t know how to explain&#8230;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"So_many_seek_a_new_way_of_conceiving_cinema\"><\/span>So many seek a new way of conceiving cinema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Yes, everything became very standardized. In fact, this is something I am glad to hear you say. Because I also support it, personally and in my blog. In mindset I am like that. I also mentioned you, in the email I sent you, that <a href=\"https:\/\/www.darioriccio.com\/en\/immersive-cinema-is-the-future\/\" target=\"_blank\" rel=\"noreferrer noopener\">I follow a lot the studies and life of <em>Douglas Trumbull<\/em><\/a>, the creator, the maker of the special effects of <strong>2001: A Space Odyssey<\/strong>.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>But also of <strong>Blade Runner<\/strong>. I think he died recently, <em>Douglas Trumbull<\/em>.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>He died very recently, this year in February I think. He, however, has spent this life trying to find a solution. Obviously its was not <em>Secret Cinema<\/em>. It was something less &#8220;scenic&#8221;, but still perhaps more reproducible. That&#8217;s the difference.<\/p>\n\n\n\n<p>Secret Cinema I think is a wonderful thing. I still don&#8217;t, I just met him recently, but I will definitely have to participate because it is beautiful as an idea. It is very expensive, though; organizing a single screening will cost impossible sums of money for a small business to handle.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Absolutely. However, there are manners. The shows they are doing now are shows of ten million and up per show. So very, very large productions, with very real economic needs. You have to sell hundreds of thousands of tickets to make these things work.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Skates_and_social_issues_where_Secret_Cinema_started\"><\/span>Skates and social issues: where <em>Secret Cinema<\/em> started.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"226\" height=\"300\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Paranoid_parkmp-226x300.jpg\" alt=\"\" class=\"wp-image-641\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Paranoid_parkmp-226x300.jpg 226w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/Paranoid_parkmp.jpg 274w\" sizes=\"(max-width: 226px) 100vw, 226px\" \/><\/figure>\n<\/div>\n\n\n<p>But let&#8217;s remember where Secret Cinema started, though. Because Secret Cinema started with a screening in an abandoned skateboard park, where they basically projected that <strong><a href=\"https:\/\/en.wikipedia.org\/wiki\/Paranoid_Park_(film)\" target=\"_blank\" rel=\"noreferrer noopener\">Paranoid Park<\/a><\/strong> on a sheet. And two hundred people came.<\/p>\n\n\n\n<p>So there are simple ways to do things in an effective way, especially when you have films that maybe deal with serious and difficult issues. At that moment you don&#8217;t really want to go and recreate the film, but you want to bring the theme to light more. And so we also do a lot of social things.<\/p>\n\n\n\n<p>For example, we did <em>screenings<\/em> <a href=\"https:\/\/edition.cnn.com\/2014\/12\/19\/world\/europe\/uk-secret-cinema-protest\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">against censorship<\/a> when films were censored; then <a href=\"https:\/\/www.theguardian.com\/film\/2015\/sep\/11\/secret-cinema-in-calais-jungle-fabien-riggal-secretprotest\" target=\"_blank\" rel=\"noreferrer noopener\">screenings in refugee camps<\/a>. Cinema is not just entertainment, is it? There is a whole sector of cinema that is about <em>entertainment<\/em>, fun, and it is beautiful that it exists. But <strong>there is also a whole part of cinema that wants to send strong messages<\/strong>.<\/p>\n\n\n\n<p>And that in my opinion also needs to be reinvented. Spaces must be found. I am a huge Marvel fan, but you can&#8217;t just go to see Marvel at the cinema. Other kinds of films should be seen as well, because there are beautiful things out there.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Yes, and then cinema almost was born for that. Well, apart from the very first screenings, the development of cinema internationally was because of this. To pass messages, at the time perhaps more political than anything else, which then quickly became moral or various messages in the early decades.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>But we may have forgotten that a little bit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_importance_of_moral_awareness_in_cinema\"><\/span>The importance of moral awareness in cinema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Effectively, yes. Oh God, in part. From one point of view, even just many movies or series on Netflix still try to maintain a moral. Then, currently, even those have become standardized.<\/p>\n\n\n\n<p>In the sense they go by fads. At this time I personally notice feminism or LGBT+ is trending; there is an attempt to raise awareness of these issues. Sometimes there is the topic of animals, meat, vegetarians. However, we often talk about fads that are then forgotten. When, instead, perhaps it should be more consistent.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Yes, it is true. And in my opinion, here again we come back to the issue of commerciality. If people don&#8217;t go to the cinema, don&#8217;t buy tickets, unfortunately these films will no longer be made. <strong>Ways have to be found to bring people back to the very act of going to the cinema<\/strong>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"341\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-1024x341.jpeg\" alt=\"People sitting on the floor watching a movie at a screening organized by Cinema America in Rome.\" class=\"wp-image-639\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-1024x341.jpeg 1024w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-300x100.jpeg 300w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-768x256.jpeg 768w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-450x150.jpeg 450w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500-800x267.jpeg 800w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/1500x500.jpeg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Screening organized by <a href=\"https:\/\/twitter.com\/PiccoloAmerica\" target=\"_blank\" rel=\"noreferrer noopener\">Cinema America<\/a><\/figcaption><\/figure>\n\n\n\n<p>I have been following <em><a href=\"https:\/\/piccoloamerica.it\" target=\"_blank\" rel=\"noreferrer noopener\">Cinema America<\/a><\/em> in Rome for many years, and what they have been doing: bringing cinema to the streets, and various initiatives just to rekindle the passion for film, to go to the cinema and watch something all together. Which I think after two years of pandemic we really have to &#8220;have it taught&#8221; almost, don&#8217;t we? People are perhaps still a little afraid to go out, to socialize and are definitely more cautious. However, there are ways to continue living without taking risks.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/montalcine-300x225.jpeg\" class=\"wp-image-650\" alt=\"Proiezione di un film al cinema all&#039;aperto Montalcino, pubblico seduto con cuffie, atmosfera notturna, evento culturale in Italia, promozione culturale, giovane spettatore con cuffie.\"  > <figcaption class=\"wp-element-caption\">MONTalCINE&#8217; 2017<\/figcaption><\/figure>\n<\/div>\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>In past years I have organized various <strong>outdoor cinemas<\/strong> around Italy. We have done cinemas in Tuscany, in Montalcino, in Ladispoli, and also in Rome, in various places around the capital, in Abruzzo&#8230; I mean, in different places and basically they were all very, very well attended.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/carmine_riccio-214x300.jpg\" alt=\"Carmine Riccio on the radio transmitter in the 1950s.\" class=\"wp-image-653\"\/><figcaption class=\"wp-element-caption\">Carmine Riccio, my father<\/figcaption><\/figure>\n<\/div>\n\n\n<p>Of course, they were free cinemas; they were almost always contributed by municipalities or associations. So there was no ticket clutch. But people liked them; they went there; they spent evenings together and they were all super happy to do something different.<\/p>\n\n\n\n<p>The problem is that, precisely, <strong>they were happy to do something different. Instead, it should become the norm<\/strong>. I remember <a href=\"https:\/\/www.carminericcio.it\" target=\"_blank\" rel=\"noreferrer noopener\">my father<\/a>, born in 1937 (other times&#8230;) telling me about when he was a child, or at least a teenager, and the movie theater was kind of their bar. In the sense that they went to the movies almost every day. It cost very little, and they went there to be together and spend two hours. I mean, it was just different culture from this point of view, but then it evolved.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_death_of_the_high_street\"><\/span>The death of the high street<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>And maybe that&#8217;s part of the solution too, right? <strong>The Internet, new technologies, have changed the way we do everything<\/strong>. For example, here in England we are experiencing a time when there is a lot of conversation around &#8220;<em>the death of the high street<\/em>&#8220;, the death of the street with all the stores. And how can we reinvent stores so they don&#8217;t die? How can we reinvent the <em>high streets<\/em>?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignleft size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-300x200.jpg\" alt=\"Group of women around a table drinking coffee.\" class=\"wp-image-644\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-300x200.jpg 300w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-1024x682.jpg 1024w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-768x512.jpg 768w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-450x300.jpg 450w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063-800x533.jpg 800w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-vlada-karpovich-7561063.jpg 1280w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p>Stores are reinventing themselves. <strong>Here a clothing store, is now no longer just a clothing store. It is a clothing store with a cafe, with a bookstore. A bit of a gathering place<\/strong>. And perhaps cinemas also need to reinvent themselves and become gathering places. It would be great if, for example, all theaters had a small library on the history of movies&#8230;<\/p>\n\n\n\n<p>I mean, in my opinion, you have to detach yourself a little bit from this format of cinema. You go, you get the popcorn, you get the Coke, you sit down, you just leave. If cinema is turned into an experience, if cinema is turned into a reason to go out, to socialize, in my opinion it will find its place again.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Definitely. Experiences also and especially not reproducible at home. Because the problem with current cinema is that it is reproducible almost entirely at home, with a video projector or a simple TV. You can eat popcorns, you can drink Coca-Cola or beer. I mean, it lacks perhaps that extra reason that makes you say: I can only do this thing there. And we all are lazy, basically, as the human race.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea (smiling):<\/mark><\/p>\n\n\n\n<p>Me first.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Me too, don&#8217;t believe. And so, rightly you stay home. But yes, there should be one more reason. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Multi-sensory_cinema_yes_but_without_distractions\"><\/span>Multi-sensory cinema: yes, but without distractions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-300x200.jpg\" alt=\"Girl who smells a rose.\" class=\"wp-image-646\" srcset=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-300x200.jpg 300w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-1024x682.jpg 1024w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-768x512.jpg 768w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-450x300.jpg 450w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654-800x533.jpg 800w, https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-A\u00beiva-trajbariA\u008d-1170654.jpg 1280w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/div>\n\n\n<p>Let&#8217;s talk about one last thing, then if you want to add more, otherwise we&#8217;ll end since we&#8217;ve already been half an hour together. I wanted to ask you, <strong>what do you think about using <a href=\"https:\/\/www.darioriccio.com\/en\/what-is-experiential-cinema\/\" target=\"_blank\" rel=\"noreferrer noopener\">more than two senses at the cinema<\/a>?<\/strong> Have you ever experimented with combining smells, possibly flavors, so a combination with foods or other things but always related to the film at the cinema? Also touch, albeit more complex (although in Secret Cinema there is actually touch, you can touch things of the film as well).<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea<\/mark>:<\/p>\n\n\n\n<p>It is a trend that is going a lot, for example in Asian countries. There are some big companies that have started to make these really big <em>4D cinemas<\/em> where they include &#8220;<em>smell<\/em>,&#8221; water splash, something like that. Or there are <a href=\"https:\/\/www.tastefilm.co.uk\/experience\" target=\"_blank\" rel=\"noreferrer noopener\">other cinemas<\/a>, especially here, where for example during a screening they bring you food or drink.<\/p>\n\n\n\n<p>So there are already things that unite them. For me, the question one must always ask himself is: <strong>how do these things go to enhance, to improve, the viewers&#8217; experience?<\/strong> If these things are done with the intention that maybe a certain smell can improve my <em>understanding<\/em> of the film, of what I&#8217;m going to see, offering a new perspective, then I&#8217;m absolutely pro. If these things are just being done to do something new, then I think they can occasionally have the opposite effect. Becoming <strong>distractions<\/strong> rather than a magnifying glass.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay, you say that they could become something that makes you lose the sense, the lesson. It goes back to the argument we were making earlier.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Correct. However, I am always &#8220;<em>pro<\/em>&#8221; experimenting, I am always &#8220;<em>pro<\/em>&#8221; trying new things. New things need to be tried, and they also go in this direction. Absolutely. However, as long as the intention is there. Now I can&#8217;t give you any concrete examples, but there must be a reason behind it. There must be an intention.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Yes, I get the concept. Indeed an example is complex so, on the spot. It depends on the particular story, the single film, the single screening. It is a beautiful answer that makes total sense, though.<\/p>\n\n\n\n<p>Because it is true that there are often so many things, or so many technologies, only done because you had to find a problem to the solution; not the solution to the problem. Which by the way, at the moment, is virtual reality: a totally useless technology the way it is structured that they are trying to find a use for.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Technology_should_help_not_destroy\"><\/span>Technology should help, not destroy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-medium\"><img decoding=\"async\" src=\"https:\/\/blog.theusualnext.com\/wp-content\/uploads\/2022\/11\/pexels-ketut-subiyanto-4559555-300x200.jpg\" class=\"wp-image-648\" alt=\"Stile di vita lavorativo con laptop, agenda e penne in un ambiente all&#039;aperto.\"  > <\/figure>\n<\/div>\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Yes, let&#8217;s say I am a bit, um, technophobic on these points. I really like analog. I&#8217;m one who read books, who have an agenda. In this respect I am a little behind.<\/p>\n\n\n\n<p>There are some really cool virtual reality applications. There have been exhibitions here that I have gone to where it has been used really well. As there have been other really low-level things.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>In which a television set was fine.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>That&#8217;s right, let&#8217;s say. In my opinion, the technology is still a few steps behind the ideas.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>It is true, exactly that. It goes a long way perhaps in gaming, because still we come back to the argument that spectacle, the visual of images, of the location, and the involvement do so much. But it&#8217;s the only area currently that&#8217;s really going&#8230; With education they&#8217;re trying to do something, they&#8217;re inventing, but we have to wait to really have value added to the traditional method that&#8217;s always been here, and maybe can be modernized with little.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>Correct.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"secretcinemaorg_to_learn_about_Secret_Cinema\"><\/span>secretcinema.org, to learn about Secret Cinema<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay Andrea, I don&#8217;t know if you want to add anything else.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>No Dario, thank you very much. It was a really interesting talk. Go to the <strong>Secret Cinema<\/strong> website (<a href=\"https:\/\/www.secretcinema.org\" target=\"_blank\" rel=\"noreferrer noopener\">www.secretcinema.org<\/a>, nda), and go see what it is. If you haven&#8217;t been, absolutely try to see it, because that are truly unique experiences that will certainly bring you closer to whatever movie you go to see at <strong>Secret Cinema<\/strong>.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Okay. I also support the invitation; I have already gone to see the site and from that I want to move on to see the real <strong>Secret Cinema<\/strong>. So, I will have to go to London as soon as possible to do that. It&#8217;s really beautiful. An innovation like few in the world, and as such it deserves to continue.<\/p>\n\n\n\n<p>Also to you Andrea good luck with everything. Directly for your career, your future, and any other innovative experiment you get involved in.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-cyan-blue-color\">Andrea:<\/mark><\/p>\n\n\n\n<p>It&#8217;s going to be a very, very interesting year, I think. There are many interesting insights, so definitely maybe we&#8217;ll have a chat later on my new adventures.<\/p>\n\n\n\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-vivid-purple-color\">Dario:<\/mark><\/p>\n\n\n\n<p>Definitely. That&#8217;s all I&#8217;m waiting for. Thank you, Andrea. Bye!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Let&#8217;s meet Andrea Moccia, producer of Secret Cinema in London. A new way of making cinema, in which the world of film is recreated in reality.<br \/>\nThe importance of sociality, how Secret Cinema works, how to find new ways to re-launch movie theaters, and more.<\/p>\n","protected":false},"author":1,"featured_media":8658,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[309],"tags":[348,330,354],"class_list":["post-8650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","tag-immersive-cinema","tag-innovation","tag-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Secret Cinema: immersive, but social - the usual neXt<\/title>\n<meta name=\"description\" content=\"With Andrea Moccia from Secret Cinema. How important is sociality? How does Secret Cinema operate? 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