Fancy catching an outdoor movie with your loved ones, while in the comfort of your own car, and not having to foot a single cent? Fret not for those who do not drive – picnic mats are provided too! As the cool night air blows under the stars, it offers nothing but a more romantic experience for the lovers.
Carnival games, temporary tattoos, and food, among other activities – are all offered for free to allow for an even better experience.
A guerrilla marketing concept under Ape Works Pte Ltd, MovieMob offers that exact unique experience.
Bringing The Good Times Back
Founded with the aim to revive the popular Drive-In Cinema concept in Jurong back in the 1970s, and to offer a unique platform to bring people together, the first movie screening started with 50 cars and has multiplied since.
Damien Yoo, a Business Development Manager at Ape, has seen MovieMob increase in its value proposition to consumers.
With an initial Facebook fan base of 9,000, the organization has proven its worth with their current 53, 000 fans.
“We have since gravitated towards themed movie screenings, such as stunt driving performances before the Fast and Furious movie with thematic food offerings and decorations, to elevate the experience of the movie goers,” he shared.
The team comprises a mixture of part-timers and volunteers, who willingly do so in hopes that participants can enjoy themselves. Every aspect of each screening is covered to the smallest detail, such as valets who direct drivers to park their cars before each screening.
Cars are double parked in a staggered arrangement to provide an unobstructed view. At the end of each screening, the valets are once again prepared to carefully usher cars out one by one.
Audio from the movie is also broadcasted through a radio station at the same time, which ensures the experience is not compromised for anybody.
Overcoming Obstacles
However, it has not always been a smooth sailing journey.
With the constantly changing landscape in Singapore, finding suitable locations remains a constant challenge for the team. Initially, with more venues suitable for hosting drive-in screenings, the organisation was able to attract families with young children, through partnerships with mass car consumer brands.
As land gradually became more scarce, MovieMob moved towards having picnics at screenings in central locations, which are more accessible to many.
Such challenges have actually offered MovieMob with the opportunity to reinvent new experiences to offer to its consumers. In the recent years, the organisation has partnered with iLight and DBS Movie by the Bay to extend its reach to different audiences.
This has attracted a new crowd of millennials, who are always on the lookout for unique and interesting experiences in Singapore.
A true lover of his job, Damien described his fondest memory thus far as being able to elevate MovieMob through thematic experiences. “The stunt driving performance, and even band performances prior to the movie screenings kept the people coming to the event engaged and occupied even before the movie was screened,” he recalls.
When asked what the future lay for MovieMob, Damien promised to continue finding ways to offer even greater experiences in the outdoor movie scene.
“We are always looking to improve in giving the best movie experience to the audience. That in itself can be challenging as we continually look to push the boundaries in every aspect of the movie experience.”
MovieMob will be screening Black Panther this Saturday. For more information, click here.
