3D has had mixed results in forcing audiences out of their living rooms, but the Secret Cinema has definitely found a niche in the "you can't do this at home" market.
Meeting at Euston station with a bunch of other moviegoers in varying levels of themed fancy dress, we were walked to a secret location not far away.
The name of the movie hasn't been publicised, which may put some off, but you could easily find out what's showing with a look around online if you really wanted.
Outside the building things kick off. Tens of actors dressed up for the role give helpful advice or bark orders where necessary.
I'm admonished for not having appropriate uniform (at £20 a pop I wasn't convinced), but am kindly given a more disposable alternative.
The real fun starts indoors. The place is massive. About four floors and loads of nooks and crannies filled with all sorts of ridiculously cool stuff.
Massive props, complete scene set-ups, lasers, video installations and much more besides. Information is light on the ground - we don't know when the movie starts, or where to go for it, but have faith that we'll be shepherded in the right place at the right time.
The actors do their bit, whether giving you physicals or working behind the bar - some doing better than others at staying in character when you ask them for the loos.
When it comes to the film itself, our lips our sealed. In truth, it doesn't matter all that much. My partner hated the film, I liked it (with reservations). Both of us really enjoyed the experience and are pencilling in a return.
There are a few wrinkles that should be ironed out, and some may well be after the opening night. The token-buying system for the bars could be a little simpler or better explained. There could also be a bit more choice when it comes to nibbles.
At £35 a pop (and £25 for concessions), it's certainly not cheap. The wonderful Prince Charles Cinema in Leicester Square does something slightly similar for a fraction of that, without the secrecy. Granted that is on a on a much, much, much smaller scale.
That said, a ticket for a bog standard West End screening is £15-20 these days, and that extra fifteen quid is well worth the outlay, even if you don't attend the clutch of free warm-up events in the week before. Heck, it's probably worth it for the Ping-Tron alone.
Secret Cinema continues throughout June and ends on July 1. Tickets are available now.
Watch a video on Secret Cinema below: