This form of "Live Cinema," the format defined by Future Cinema, "allows the filmgoer to step inside the film and creates a unique experience and journey, far beyond a traditional 2D or 3D viewing experience," according to press notes. "The line between actor and audience member is blurred." The company's presentation of "Prometheus" marked the first time that Secret Cinema opened the production in tandem with a film's national theatrical release. The presentation, which allowed moviegoers to engage with the film and actors, grossed $1.1 million over 28 days.
Future Cinema is the creator of Secret Cinema, The Other Cinema, Future Shorts, Secret Screening and Secret Restaurant. Conceived in 2003, Future Cinema's objective is to "redefine the way audiences experience film, presenting them in innovative ways on and offline. We aim to connect audiences, brands and filmmakers all over the world and create a global community around challenging, entertaining and stimulating film."