# Virtual Cinema Clubs Häagen-Dazs & Secret Cinema Created Secret Sofa for At-Home Entertainment By Laura McQuarrie | Published 2020-04-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/secret-sofa References: [fabnews.live](https://fabnews.live/haagen-dazs-partners-with-secret-cinema-to-launch-secret-sofa-as-part-of-haagindoors-initiative/) & [secretcinema.org](https://www.secretcinema.org/secret-sofa) [Secret Sofa](https://www.trendhunter.com/trends/mcdonalds-secret-menu) is a weekly home entertainment series from [Häagen-Dazs](https://www.trendhunter.com/trends/ice-cream-pop-up) and [Secret Cinema](https://www.trendhunter.com/trends/cadbury-dairy-milk-smash-bauble) that's designed to add a little more excitement to the lockdown. As part of the multi-week experience, sometimes the title of a film is shared up front and other times it's kept a surprise. Either way, by signing up to the Secret Sofa newsletter, users will be provided "all the tools needed to create your own pocket of this universe." The at-home movie experience shares character and costume suggestions, as well as music, food and drink ideas. Naturally, Secret Sofa ties in with the Häag-Indoors initiative and offers a fun way for people to discover both critically acclaimed films and less well-known titles. For the showing of Grand Budapest Hotel, Häagen-Dazs created an entire "flavor story" around Strawberry Cheesecake. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 80% | Activity: 88% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **At-home Entertainment Series:** Businesses can create virtual movie clubs and recommend complementary products to enhance customer experience. - **Surprise Filmmaking:** Innovators can design a service that provides weekly mystery films as part of at-home cinematic experiences. - **Themed Movie Nights:** Businesses can create a home cinema experience that offer customers more than just film and snacks, but instead an immersive evening of entertainment. ### Industries Being Reshaped - **Food and Beverage:** Food and beverage companies can partner with entertainment brands to provide complementary products to enhance the at-home theatre experience. - **Entertainment:** Entertainment companies can venture into delivering virtual movie clubs and experiences to customers. - **Retail:** Retailers can offer themed movie nights and experiences as a way to attract customers and increase brand loyalty for their products and services. ## Related on Trend Hunter - [Cinema-Inspired Chocolates](https://www.trendhunter.com/trends/a24-movie-chocolate.md) - [Indulgent Cinema Screenings](https://www.trendhunter.com/trends/indulgent-with-gu.md) - [Movie-Inspired Ice Creams](https://www.trendhunter.com/trends/van-leeuwen-glass-onion.md) - [Nostalgic Film-Retail Speakeasies](https://www.trendhunter.com/trends/blockbuster.md) - [Red Carpet Chocolate Giveaways](https://www.trendhunter.com/trends/hollywood-screening-giveaway.md) - [Video Store Speakeasies](https://www.trendhunter.com/trends/blockbuster-speakeasy.md) - [Cinema-Inspired Chocolate Bars](https://www.trendhunter.com/trends/microbatch-chocolate-bars.md) - [Nostalgic Video Rental Pop-Ups](https://www.trendhunter.com/trends/break-better.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md)