# Enchanting Movie Popups Toronto's Alice Through The Looking Glass Activation is Whimsical By Jana Pijak | Published 2017-01-18 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/movie-popup References: [globalnews](http://globalnews.ca/news/2711871/go-through-the-looking-glass-at-disneys-alice-pop-up-in-toronto/) & [thestar](https://www.thestar.com/entertainment/movies/2016/05/22/alice-through-the-looking-glass-pop-up-recreating-the-mad-hatters-tea-party-table.htm) Toronto's Alice Through The Looking Glass movie popup opened its doors this past May and invited visitors to experience the film's whimsical spirit in real life. Located in the heart of the city's Queen Street neighbourhood, the pop-up celebrated the film's release while spotlighting movie-themed products from a number of familiar brands including [Urban Decay](https://www.trendhunter.com/trends/club-holiday-popup). While the makeup brand showcased its [Alice-themed cosmetics range](https://www.trendhunter.com/trends/beneland), How To Cake It‘s Yolanda Gampp was also on hand to showcase her elaborate and tasty desserts which guests were given a chance to sample. Visitors of this movie popup also got a chance to take a fun photobooth snap inside and even walked away with a limited edition poster by digital artist Andy Fairhurst. ## Trend Insights (Trend Hunter) - Score: 5.1/10 - Popularity: 83% | Activity: 62% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) ## Key Themes ### Why This Trend Is Growing - **Movie-themed Activations:** Businesses can create movie-themed popups that immerse visitors in the world of a movie, offering opportunities for brand partnerships and product showcases. - **Celebrity Chef Collaborations:** Partnering with well-known chefs can offer unique opportunities for businesses to showcase their products in new and creative ways, while also offering guests a taste of something special. - **Limited-edition Collectibles:** Adding limited-edition products or collectibles to a brand's lineup can create buzz and incentivize consumers to participate in pop-up events or other marketing campaigns. ### Industries Being Reshaped - **Cosmetics:** Cosmetic companies can partner with movie studios to create themed makeup lines, or participate in movie-themed events to showcase their products. - **Food and Beverage:** Food and beverage businesses can collaborate with chefs or participate in movie-themed events to create unique and memorable food experiences for guests. - **Art and Design:** Art and design companies can create limited-edition posters or other collectibles to offer at movie-themed events, creating opportunities for brand exposure and unique collaborations. ## Related on Trend Hunter - [Film Festival Retail Events](https://www.trendhunter.com/trends/tiff-popup-shop.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md) - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Surrealist Pink Pop-Ups](https://www.trendhunter.com/trends/the-unreal-popup-shop.md) - [Beautifying Beach Club Pop-Ups](https://www.trendhunter.com/trends/covent-garden-popup.md) - [Constellation-Inspired Luxury Pop-Ups](https://www.trendhunter.com/trends/winter-constellation.md) - [Whimsical Gin Pop-Ups](https://www.trendhunter.com/trends/refreshing-encounters.md) - [Botanical Bodycare Pop-Ups](https://www.trendhunter.com/trends/secret-garden-pop-up.md) - [Box-Office-Themed Travel Pop-Ups](https://www.trendhunter.com/trends/intrepid-x-tiff.md)