For the last 25 years, the Seattle Center hosts a summer movie series underneath the iconic Space Needle. Featuring largest outdoor screen in the city and breathtaking views, Movies at the Mural has become synonymous with the city’s summer experience. We recently spoke to Pete Rush, Seattle Center’s Arts Program Specialist to learn more about their series and the value of hosting movies in unique locations.  Keep reading to learn what he had to say.

Opportunity

The Seattle Center understands maximizing your advantages. Theirs? The iconic 605-foot observation tower hovering over their city. Instead of hosting their annual summer movie series in any park or location in their city, they chose to create a special movie viewing experience for their community by nestling it right under the looming silhouette of the saucer-shaped “top house.” Not only does this distinctive setting captivate the local community, but it also summons tourists and visitors, making it an unforgettable event for all.

Approach

To ensure an optimal viewing experience, the Seattle Center rents a massive 40-foot screen. The series carefully curates its movie selection, featuring a mix of popular classics and contemporary hits suitable for all ages. As Rush put it, "Our movies attract audiences of all ages and demographics, representing the great diversity Seattle has to offer. It is thrilling to see so many people come together with a shared love for cinema, and to celebrate favorite films throughout the decades."

In the 90 minutes leading up to showtime, the series includes pre-show entertainment. An enthusiastic emcee engages the audience with rounds of movie-related trivia, with prizes like free popcorn and candy from Seattle Fudge, along with sponsor giveaways. This lively activity keeps the crowd engaged while awaiting the darkening skies and creates an energetic atmosphere.

In addition, food trucks and vendors are strategically placed nearby, enhancing the overall experience with delicious treats and beverages. To further elevate the pre-show experience, short films by students from the local Cornish College for the Arts are also showcased, attracting not only the students but their families and friends to the event.

“There are many outdoor movie options in this city, but ours boasts the largest screen and a stellar venue which cannot be beat.”

– Pete Rush, Seattle Center

Results

The results of this approach have been impressive. In a city with numerous outdoor movie options, Movies at the Mural stands out with its largest screen and unmatched venue. On any given night, up to 1,000 viewers gather to enjoy the Movies at the Mural series. This event has been a consistent success for over 25 years, a testament to its enduring popularity. As Rush proudly states, "It is one of our signature free offerings to the public that never fails to drum up an audience, who frequently post on social platforms about their iconic summer Seattle experience."

Rush further reflected on the impact the movie series has made, saying: "Our movie series really is a gift to the public. It is rare to access free cinema, and being able to offer an affordable and accessible experience for everyone is a huge benefit. We earn a lot of goodwill amongst the public and can confidently say that lasting memories are made each summer."

Seattle Center’s Top Tips

1. Include captioning: Make your screening accessible to all with captioning.
2. Choose films with popular appeal: While niche movies have their merits, they might not draw as many people. Stick to movies that have broad appeal.
3. Employ an emcee: Having an emcee to warm the crowd and entertain while waiting for the movie to start is an excellent idea.
4. Leverage nostalgia: Popular films from the past 30 years tend to be a hit, thanks to the strong nostalgia effect. Mix in a couple of newly released films that look particularly impressive on an outdoor giant screen.
5. Promote diversity: Program films that represent diversity in characters, storytelling, filmmakers and genres. Keep films to a PG-13 rating or lower to create a family-friendly atmosphere.
6. Describe the experience: When promoting your event, describe the overall vibe and aesthetic of the venue and experience. Guide your audience on how to make a night of it, from getting to the venue to bringing their food and beverages or purchasing from on-site vendors, and settling in for a night of cinema.

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