In the challenging landscape of tough online brand competition and social distancing behaviours, we’re seeing the most creative responses of companies who go the extra mile to thrive in any scenario. Not only do they need to reach through the noise of branding, price cuts, flip flopping regulations and quickly changing consumer tastes, they need to connect with their customers in a world with limited real connection. Here is where the drive-in cinema has risen to become one of the most popular days out for both friends and families.
The show provided by Park N Party’s Manchester drive-in cinema comes with a twist; a fully immersive experience driven by installations, visuals, performances and a story, all alongside viewings of film favourites. The company behind the designs, Visual Architects, have generated three unique concepts over Halloween, Christmas and spring, which has led to a widespread viral reach of 50 million for the cinema over social media, selling out tickets for a month’s showings within a week. Attendees become part of the experience from the moment they enter the complex, driving through structures and guided by performers as if part of a theme park journey.
What can people expect from a visit to a drive-in cinema? Be prepared to drive into dramatic tunnels, be guided by resident fantasy characters, explore distant locations and be amazed by highly skilled performers. Each edition runs for a month during a prime season, and what you can expect to see depends on the time of year. For Halloween, ‘ScareCity’ left attendees chilled and stunned at the drama unfolding right by their vehicles, the ‘Christmas City’ was a warming feast for the senses and the recent ‘Secret City’ for Spring has left visitors in a true Wonderland. Let’s have a look into each chapter:
ScareCity
The visionary design of Visual Architects transformed this season into an event that left attendees desperate for more and sharing their experiences wildly on social media, with a combined online reach of 50 million. This experience brought attendees into the show, and made them feel as if they were part of the movie. On entry, the drive through the ‘Tunnel of Doom’ chilled and bewitched the attendee, as they traveled through a foreboding corridor construction inclusive of burnt walls, chainsawed windows, warning messages and trapped souls. Custom installations sprawled across the site, as visitors are introduced to the terrifying performers, lost spirits and the Grim Reaper himself that patrolled the cars.
As attendees drove through the site, they encountered upturned taxis, dreadful clowns, burnt-out cars and a blood stained Winnebago, brought into character with heinous props. If they could make it past the Ghoul Graveyard of open caskets, skeletons and tombstones, they would eventually reach the haunted car park, where the denizens of each movie came to un-life to stagger eerily through cars, jump-scare windows and chase those venturing outside of their vehicle.
Christmas City
Guests would enter through a decorative archway and candid tunnel where they would be met by an elf who would cheerily show them the way. Following their helpers’ instructions they would find themselves on ‘North Pole Lane’, passing by The Work Shop decorated with bright graphic signs and toys in red and green. The North Pole Express took them on a journey to see the letters written to Father Christmas hanging from the ceiling.
All of this could be experienced without them leaving their vehicles to remain socially distanced over the lockdown period. Driving on through the space the attendees would pass Christmas trees, fairy lights and other wintery decorations. As well as interacting with other characters such as reindeers, The Grinch and Father Christmas himself who greeted them all and made them feel welcome. Once at the drive-in, the festive fun didn’t stop, with performances to Christmas music being shown before the film started. A true adventure which gave a fun contrast to the dramatic ScareCity, and could be enjoyed by the whole family at Christmas.
Secret City
A leap forward from the previous editions, Secret City took performance to new heights, quite literally beside the cinema screen. The entire complex was transformed into a deep green Wonderland, rich in all the elements of an enchanted forest. Visitors drove through a fantasy entrance tunnel, constructed from dense greenery with a fairytale spin. A unique story was created for every group amongst overgrown gardens, giant flowers, gems and vines, where the foliage had claimed vehicles and buildings as its own. Further into the wilds, the idyllic homes of each character could be found, with lush interiors of plants and trinkets. Cars positioned throughout the site were covered in dense grass, moss and flowers, as if they had become part of nature itself.
Each route was guided by talkative butterflies and colourful characters in full costume, who interacted with every vehicle for a bespoke experience for every group. Aerialists and acrobats performed suspended in mid-air next to the giant cinema screen for a dramatic and breath-taking show with the movie. Elevated stages were in-built to the cinema structure, on either side of the feature film screen, containing decor, lighting and a space for performers to be seen from all vehicles. Secret City held the keys to a new way to enjoy cinema, one which renders 3D now obsolete, as you are transported straight into the movie itself.
Who Are They? Visual Architects
A creative design and experiential event decor company formed in 2013 and based in Manchester, they have fast become one of the most respected event and interior transformation services in the UK and abroad. Creating fresh and original environments with cutting-edge production technology, their approach to decor, lighting and effects have resulted in their projects with brands such as Puma, Adidas, Superdrug, Boomtown Fair, Eden Ibiza, Creamfields and Parklife Festival, delivering exceptional results for large-scale campaigns. They have developed innovative setting installations for everything from events to restaurants which are becoming the new look for companies across Europe, the USA and the Middle East.
