Grease Immersive Cinema Experience

Step inside Grease: live songs, fairground rides and unexpected dancing

We left the house just before six this evening and made our way over to Battersea Park for Secret Cinema’s latest immersive extravaganza, which this year is themed around Grease; you know, the one with John Travolta and Olivia Newton-John that might have a different take on the story if it were made today.

I had been expecting something that looked like the set of an American high school – Rydell High banners, bleachers and a lot of quiffs – and that’s pretty much what we walked into.

The weather app promised warmth, although by the time I reached Chelsea Bridge, the sky remained cloudy. Still, it’s partly outdoors, and I’d opted for a white T-shirt (seemed fitting for the ’50s theme) and a black bomber jacket I own. It’s not quite a leather jacket, but it more or less worked. I don’t own jeans, so that was the one part of the outfit I compromised on. As I went through the Chelsea Bridge gate at Battersea Park, it was apparent that the unofficial dress code for men was white T-shirts and for women anything pink. So, I fitted in OK. Plenty of people had made a full-on effort, but I didn’t feel out of place in my ‘try to make it work from my existing wardrobe’ look.

Entry was smooth and straight away we found ourselves in a little fairground set – Ferris wheel, fun house, hook-a-duck, Shake Shack (complete with the wobble machine they actually use in the film). We grabbed a drink and a chicken burger and, unable to find a free seat, stood eating while dancing along to the ’50s soundtrack.

At about 7.30pm, the Rydell High principal appeared on the tannoy and called us all in for the first day of school. They played the opening beach scene from the film on the big screen and, after that, brought us inside. This whole thing is exceptionally well done. Unlike the older Secret Cinema events, you’re not just watching the film – it’s cut up so that parts of it are projected, and then the big scenes are suddenly acted out in front of you, complete with live singing. Rydell High itself is a collection of mini sets – soda shop, cafeteria, dance hall, auto shop, bleachers and so on – and you move between them as different moments unfold.

Seats are limited if you’re not VIP, which, at first, feels slightly annoying, but you quickly realise that wandering from scene to scene is much more enjoyable. If you’re sitting in the VIP area at the back of the drive-in, you’d miss quite a lot – although, granted, your feet might be less tired by the end.

We spent most of the evening near the auto shop, which meant we had The T-Birds practically in front of us for Greased Lightning and a bunch of other scenes. Occasionally, a crew member gently nudges you into a slightly different position so a scene can play out nearby; they also encourage you to dance, which most of us did without any hesitation – if you can call my shuffle a dance.

It’s difficult to explain why the switching between film and live action works so well, but it does. I assume the little pauses are as much for cast changes as they are for us to queue up for another drink. The food and drink, incidentally, are not cheap – over £8 for a fairly small alcoholic can – but it didn’t take anything away from the evening.

The finale happens back outside in the fairground, where the closing scenes from the film are played out live and on screen. The cast were brilliant – it must be an exhausting performance, particularly given that some of it is almost lip-synced to the soundtrack. I loved that the cast entirely performed the big songs (there’s a live band as well), rather than just lip-syncing over the film.

We stayed for about half an hour afterwards. The funfair stays open, and you can still get a beer or a glass of wine. It’s the first Secret Cinema event I’ve been to where I could imagine it being turned into something more permanent – a bit like the ABBA Voyage experience. They’re not doing that here, but the location feels good enough, and the music lends itself to a proper party atmosphere. Everyone happily sang along to the big numbers.

A brilliant night out – definitely one of my favourite Secret Cinema experiences.

Curns’ Ad Links for 19 August 2010

Today: more numbers that mobile is growing; Facebook places launch and more on digital privacy – collected for your ease and enjoyment.

One of the under-reported aspects of the Ofcom communications report shows 34 mins a day on email. 4th most popular communications use after TV, Radio & offline computer use. Do we forget email’s power? This is why whatever Google does in social should have a strong email element. Also of note, on-demand TV via computer (2mins/day); via a TV set (3 mins/day) and video clips (2 mins). In total, only just exceeding DVD use.

I think mobile & location services will be increasingly important for advertising, and not just of the local sort. It’s going to be interesting to see how Facebook make this work and how the other players respond.

So maybe, after all, this will be the year of mobile advertising. Interesting numbers are coming out of the Ofcom Communications Market Report, including the fact that social networking now accounts for nearly a quarter of all time spent on the Internet in the UK.

CNBC reports on the evolving ‘privacy’ debate in the US around the use of tracking technologies that support the online advertising business. Interestingly, it’s portrayed as a battle between tech companies and lawmakers. Not really much mention of the advertisers who use much of this tracking to target their advertisements. And sadly, I think that’s how the debate will be framed: tech vs privacy rather than including those who actually utilise the tech to get their messages across.

New Media Age reports that news content is a big driver on mobile devices. Increasing audiences on mobile means more – and better – brand advertising opportunities. Interestingly, Media owners will also be pleased to see a greater willingness to pay for news among the mobile audience – 18% agreed that if a newspaper’s website was no longer free, they would agree to pay for this content, compared with 9% of those who look at news online.

Only four of the top 20 most frequently visited retailer websites are currently optimised for mobile. Increasingly, I find myself using a mobile device to check prices or when I’m somewhere else. The retailers are missing something here. On the upside, 41% plan to have a transactional mobile site or application in place within the next year, according to the study.

I’ve noted this piece several times, but 84.9 per cent of the total U.S. Internet audience viewing online video is a huge number and, as we’ve seen before, it’s increasingly long-form content. An increasing audience is watching TV this way, and online ad tools need to respond.

An interesting insight into DSP platforms and the number of ad impressions they process every second to do their jobs. The amount of processing and data management required by all digital advertising platforms is growing and growing. I am not sure when it will stop.

Madonna

I went to see Madonna at Earls Court.

my ticket to see madonna at earl's court

Madonna, Earl’s Court, 2004

So I went to see Madonna at Earls Court.

That statement does not make me a huge Madonna fan – although I am partial to many of her hits and, unlike some of my friends, I think American Life is a great album (then again, I also like some of Blue’s material so who am I to judge musical tastes?) and she is most certainly a performer.

So, when commenting on a Madonna concert, what should you say? Earls Court is a huge venue. For those of you who haven’t been, you should be aware that it’s very stadium-like. We sat in the back left corner, so it was like she was at the opposite goalpost. And it’s in that context that you will understand why I didn’t think it was that good.

Madonna can put on a show. She is the undisputed queen of showmanship. And therein lies the problem. She performs a West End show of the variety you need to see. And she performs them at West End prices but to stadium-sized audiences. The audio is show-like, and you doubt that she’s singing live the whole time – although I suspect a lot of it is live. It’s just very well produced and sounds like her CDs and, for me, that isn’t the point of going to see live music: somehow you need to believe that they are performing live. Add to that the fact that you can’t see the spectacular, and you have a fun but ultimately disappointing evening.

Helsinki Re-Visited

I am not exactly sure of the time at the moment, for I am in Helsinki, and my clock is yet to adjust.

I am not exactly sure of the time at the moment, for I am in Helsinki, and my clock is yet to adjust. I am back in a city that I had promised to revisit, but I am still here on business with no time to see anything.

It was a pleasant journey indeed. I have never been on a flight with an all-male cabin crew. Despite what the Captain called “a bit of an incident” on a runway at Heathrow (no idea what), we managed to arrive in time.

Hopefully, I have packed everything I need – I tried to be organised last night, but I failed. I did remember to call Barclaycard and tell them I was heading out of the country. They have started requesting that you tell them when you will be away so that they know the charges appearing on your account are not fraudulent. I think I should applaud that move, but it’s a pain to remember to call. If you don’t, you run the risk of the card not working upon arrival. I suspect I should be grateful, but instead, I remain paranoid that the card will not work and leave me stranded in some foreign hotel with no way of paying them.

The **** Of All Snacks

Remember the slag of all snacks?

I do like the sensitive side of this country! Today’s Media Guardian website reports that “Pot Noodle’s controversial adverts using the line The slag of all snacks have been banned from appearing on TV after more than 300 viewers complained”.

300 people actually bothered to complain about a television advertisement. I would really love to know why they felt this was inappropriate. I thought they were some of the funniest commercials that I have seen in a long time, and the word was used in a humorous, self-deprecating way. How can calling a plastic pot of fast food be that offensive? Such a shame they were pulled. However, I don’t really see the point, as most people have seen them anyway.

Anyway, here is a gratuitous link to the most offensive words in the English language! Wonder if any of the complainers have a website where they outline their complaints. I’d love to know. [Ref: Media Guardian]