MCEC launches new drive-in cinema in exhibition bays

Melbourne Convention and Exhibition Centre (MCEC) has partnered with Village Cinemas to develop a new drive-in, indoor cinema concept as part of the venue’s response to the challenges the events sector has faced in 2020.

MCEC’s Drive In(Door) Cinema is held inside the venue’s exhibition bays, which have space for 174 cars operating under MCEC’s VenueSafe plan.

“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,” said Peter King, MCEC’s chief executive.

“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.”

Village Cinemas CEO Kirk Edwards said both cinemas and live events had “really suffered this year”.

“I can’t think of a better way to support our industry than to partner to create something truly special for all families and friends to enjoy,” he said.

“We’re really looking forward to bringing this experience to life and providing a wonderful escape through film.”