For those people who enjoy leaving their phones on during a movie, London's Prince Charles Cinema has recruited volunteers to dress up in black Lycra 'Morphsuits' to blend in with the dark and hunt for noisemakers.
Morphsuits are full-body spandex that cover you from head to toe. You are able to breathe and see through them just fine, but nobody is able to see you, presenting a perfect opportunity for sneaking around, acting a fool or just creating a scene in a public place. The founder of Morphsuits, Greg Lawson, suggested having people dress up in the all-black suits to control noise at the Prince Charles Cinema as a marketing idea and it took off. The volunteers, deemed "Cinema Ninjas" due to their camouflaged suits and unexpected appearance, hide in the dark corners of the cinema and wait until the movie has started. Once they hear the un-welcomed chatter of mouthy patrons, or the annoying buzzing of a cell phone they take flight, zoning in on the target and giving them a startling/extremely comical warning.
Why This Trend Is Growing
- Stealth Marketing
- Using disguised volunteers to control noise in public spaces presents an opportunity for stealth marketing campaigns.
- Immersive Experiences
- The use of volunteers wearing full-body spandex suits to monitor and enforce noise levels adds an element of immersive experience for cinema-goers.
- Audience Engagement
- Incorporating interactive elements like cinema ninjas can enhance audience engagement and create a unique cinema experience.
Industries Being Reshaped
- Film Exhibition
- Film exhibition companies can explore incorporating similar audience-policing techniques to improve the cinema experience and maintain a quiet environment.
- Marketing and Advertising
- Companies in the marketing and advertising industry can utilize stealth marketing techniques through disguised volunteers for attention-grabbing campaigns.
- Event Planning
- Event planning companies can consider incorporating immersive experiences like disguised volunteers to create memorable and engaging events.
