There is no doubting the power of immersive experiences. Oh what we wouldn’t give right now to be free to dress up in a ridiculous outfit, to pose for a group selfie or dance the night away to the throbbing bass or tinny cymbals of ABBA’s greatest hits.

Immersive and immensely shareable, partying is what Secret Cinema does best; uniting a group of strangers and plunging them into a film’s world. From Romeo and Juliet’s masked ball to trapeze artists swinging overhead at Moulin Rouge and the dungeon-like depths of Blade Runner’s Snake Pit bar, visitors to previous Secret Cinemas have been wowed, amazed and spooked in equal measure.

But with a world in lockdown, how best to continue to host these elaborate, experience-led evenings? Enter Secret Sofa, a new partnership between Secret Cinema and Häagen-Dazs that sees them hosting an eight-week run of virtual screening experiences every Friday night at 7:30pm.

As with their real-world experiences, the element of surprise remains key. So, in the days preceding the screening, Secret Cinema will release details of the upcoming film as well as ideas for costumes, music routines and drinks of choice. As they say, these emails will contain everything you need “to create your own pocket of this universe.”

The films will also be accompanied by bespoke content, character narratives and interactive elements, as well as a unique code that will allow viewers to order the ice-cream flavour of the week from Amazon Prime Now. This week’s is strawberry cheesecake to be enjoyed in front of Wes Anderson’s The Grand Budapest Hotel while you learn the Viennese Waltz.

It may seem simple, the idea of dressing up, grabbing an ice cream and watching a movie; nothing particularly new there perhaps. But at a time when we are all starved of human contact, the Secret Cinema shared experience needs both protecting and promoting. There will also be a Secret Sofa Facebook page that is encouraging people to connect by hosting audience discussions and inviting people to share their photos from the night.

Initiatives like Secret Sofa demonstrate how quick thinking and an adaptable product are key to maintaining brand relevancy in a world in lockdown. Secret Cinema also hosted their first Zoom party in early April, selling over 1,000 tickets at £5 each with the money going to the Trussell Trust.

By retaining the core beliefs of connection and community, Secret Sofa helps the brand to continue to tell stories, to bring their experiences to the masses and to enjoy a good bit of silliness in the process. Which, let's face it, can at times feel like it is in short supply right now.

Visit Secret Sofa’s website to find out more.