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Secret Cinema

Best-selling experiential festive photo activations for Secret Cinema’s immersive Wishmas experience, providing the highest performing sales both at the booking and merchandise stages of the event.


The team at Secret Cinema came to us during the planning stages of their Christmas 2024 immersive experience, Wishmas, looking for some exciting ways to integrate photo activations into the event. They wanted two different photo opportunities that guests could use during their Wishmas adventure, encouraging visitors to purchase the prints as part of a package or at the merchandise store.


To fulfil the brief, we designed two different photo opportunities that could be seamlessly integrated into the Wishmas set design. The first was our Bauble Backdrop photo located in the main entrance area. As guests arrived at the event, one of the actors (dressed as elves!) directed them to have their photo taken before entering the Wishmas world. The camera used was discreetly located inside the set design and controlled with an external screen by the hosts, so it didn’t distract from the immersive environment. These photos were then available to view in the Merchandise shop at the very end of the Wishmas journey. Here, guests used our custom AI “Elf Cam” at the sharing stations to instantly locate their photo and decide if they would like to purchase a print, or several!

The second activation was an immersive Santa’s Grotto where families could come and have their photo taken with Father Christmas. This was an option that could be added on during the booking stage as part of the “Meet and Greet” package for an additional fee. Guests who purchased the package were taken into a themed waiting area before entering Santa’s cosy grotto, complete with Christmas tree, fireplace and a digital window with snow. The printing process took just under 3 minutes, with guests receiving a print of their photo in a custom folder along with a Wishmas goody bag immediately upon leaving the grotto area.


Both activations were a huge success, with over 6,000 Meet & Greet bookings and 1 in 4 Bauble Photo prints purchased at the merch store making it the highest selling product in the Wishmas Marketplace. Both photo experiences added a personalised touch to the journey, capturing magical Christmas moments for those attending and offering them a precious memento of their Wishmas experience.

The use of immediate, high quality photo processing and printing for both activations, and Artificial Intelligence software for our “Elf Cam”, meant that the user journey was smooth and instant, resulting in a better customer experience and a higher chance of purchase.

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