Outdoor cinemas in London - Outside the multiplex

As we wait for summer to hit, a downpour of outdoor cinemas has washed through London. They tell us more about the creative industries than they do about our weather.

Cinema is doing well in the UK, on the back of record takings for the latest Harry Potter. After 10 days on release, Potter’s box office total stands at a record-breaking £44m (€50m). With The King’s Speech beating this figure, it’s a record breaking year for the industry.

But cinema’s are big, costly, and a bit boring. So a new wave is hitting London, outside the multiplex.

Secret cinema in London.

Cinema outside the cinema

Leading the charge was Secret Cinema (above), which has turned the trip into a mysterious event. The location and film are withheld from the audience, who turn up in fancy dress and are entertained by dancers, actors and musicians before the film starts.

Folly for a flyover is a temporary cinema beneath a road in Hackney. It shows old classics in the dusk. We’ve covered it before.

Films on Fridges is “East London’s newest temporary cinema built primarily out of old fridges”. It makes the Nomad - another impressive pop-up - look boring.

At the other end of the market, Picnic Cinema charges around £70 for two for a film with a picnic, usually in a stately home or country house.

Cinema on a canal boat.

Why the new wave?

There are a few reasons why this is happening. First, digital technology has made it much cheaper to own a projector and the sound equipment. It’s portable, cheap and no longer flammable.

Second, running an event is one of the few (comparatively) stable business models in the creative industries. Creative types can no longer rely on selling records or zines, and clubs are dead, so they have to come up with something more interesting.

Third, transitory events are more popular. Like London’s pop-up revolution, they’re more interesting and get more coverage from blogs like this one.

Finally, the places where they hold them are benefitting. Whether this is the bar, like the Queen of Hoxton, or the area, as in the Shoreditch Festival. These events are great for everyone.

So open air cinema is a great idea for lots of reasons. If you forget about our weather.