Conjuring with the magic of the silver screen
We're creating a new community for film," said Secret Cinema co-producer and operations manager Hamish Morrow. "With 3D films the big studios are trying to future proof cinema.
We're doing something different. With our really broad demographic we're bringing people together, trying to get that sense of community back."
For those unfamiliar with the premise, Secret Cinema puts on films in a blizzard of mixed media involving dozens of actors, live music, sound, light and stage sets.
The showings take place at the heart of these elaborate creations. But audience members are not told which film they're seeing until the titles roll.
The only information you get for you £27.50 ticket is where to turn up and a few rough guidelines on what to wear.
Being unable to tell the public exactly what you are selling might seem a significant handicap. But the team's last event, a screening of Blade Runner in a warehouse near Canary Wharf attracted more than 7,000 people.
Morrow said: "It started at London Bridge with a screening of Gus Van Sant's Paranoid Park more than three years ago, with an audience of about 400 and about 10 to 15 actors. It was a very underground.
"Since then it's really grown. We've almost sold out with around 9,000 tickets for our next shows in September.
"Each time with Secret Cinema we really try to push the boundries of the experience. This growing momentum is something very organic.
"We do conventional promotion but the growth has been driven through Facebook and Twitter. Whether people come to the shows or not, we try to keep in touch with them.
"We have an online community of around 100,000, which is a great amount of people.
"What we really pride ourselves on is the way these people interact both with the actors and with each other when they come to an event."
Secret Cinema grew from Future Shorts, a global film festival that runs events in 19 countries.
Morrow said: "At these events we've always tried to give added value through mixed media such as music or design. Secret Cinema took that to the next level. What we're trying to do is create a totally immersive environment so members of the audience become part of a world before they see it on the screen.
"To create these environments we have a very large team of experts. There are a lot of different skills involved from the theatrical side to the music, the lighting and the design.
"It takes about three months to prepare for an event. We look deeply at the film to see not just what's there, but also the ramifications of its world, how it was made, when it was set and its wider impact. We try to create that world.
"We choose the films we would like to experience in a new environment. We try to find a film that has a certain substance that we can enlarge on.
"With the next show, it's very much our most ambitious event to date.
"For clues to the film, you'll just have to get on Facebook or Twitter I'm afraid."
Secret Cinema, Sept 3-5, London, venue to be confirmed.
Go to secretcinema.org.