Secret Cinema – Innovation in Distribution

“People don’t want to buy the quarter-inch drill. They want a quarter inch hole” – Theodore Levitt

With everyone wanting more out of seemingly every area of their life, the world has moved from simply selling products or services, to marketing experiences, passions and a way of life. “This generation not only highly values experience, but they are increasingly spending time and money on them…living a meaningful life is about capturing memories earned through experience that span the spectrum of life’s opportunities”¹.

Where traditionally the dream of 2.5 kids, a white picket fence and regular ‘date nights’ to the movies was the norm, these days the paradigm has shifted to become something far more inspirational, experiential and ultimately immersive.

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