MCEC Turns its Exhibition Bays into Indoor Drive-In Cinema

Press Room > 2020

A one-of-a-kind concept is developed in partnership with Australia’s Village Cinema, where Melbourne Convention and Exhibition Centre’s enormous unused exhibition bays, which are normally for housing global business events and cultural exhibitions, are converted into an indoor cinema that can accommodate 174 cars.

Cinema sessions will be held from January 7 to 26 next year and shows are from early morning to the late evening in a completely weatherproof and daytime-friendly venue for audiences, who can enjoy child-friendly matinees.

This program has come about as part of MCEC’s “business relaunch” initiative, under which the venue is exploring new business models, products and revenue streams.

“Like many in the events sector, we have found ourselves not being able to perform our core business for much of this year, and the immediate loss of revenue has proved challenging.

“That’s why we’re exploring new ideas and ways of working, to secure MCEC’s future and to ensure the business can continue to be a driver in the State’s economic recovery,” said Peter King, chief executive of MCEC.

In terms of health and safety measures, the cinema will operate under MCEC’s VenueSafe plan.

The indoor drive-in cinema program is the latest innovation from MCEC, following a recent investment in a new virtual events solution and live-streaming studios and hosting an idea-generation hackathon event called Unconventional Ideas.