In Conversation with...George Wood, The Luna Cinema
As the Founder and Managing Director of The Luna Cinema, George's passion for film, nostalgia, and the magic of outdoor settings came together to create an unforgettable brand that has redefined the way we enjoy movies. Discover the remarkable journey that has led to George's hugely successful cinematic venture, as we discuss the highs and lows of turning a dream into reality, where it all began, and the future of The Luna Cinema.
Firstly, 15 years of The Luna Cinema – wow and congratulations! What have those 15 years looked like…the highlights, challenges etc?
To be honest, I can’t believe it’s been 15 years. We started with this idea that people wanted to watch films in interesting ways and that the setting you’re in is just as important as the film itself. The journey from one screening in my local park to what Luna is today, has been a massive adventure full of both highlights and challenges.
The highlights are too numerous to count but there are certainly some moments that stick out in my memory including: the first time we put a big screen up at one of the Royal Palaces (Hampton Court Palace, back in 2010, and it’s still one of our best-loved venues to this day), the first time we ran two cinema event sites at the same time (it sounds like no big deal but it felt momentous at the time as we had to divide our little production team in order to furnish the entire country with cinema under the stars!).
The main challenge, of course, was in 2020 with the arrival of the pandemic; when it felt as if everything we’d spent years building, just stopped overnight. Luckily our team were agile enough to turn to drive-in cinema as the one form of communal screening that we felt might be able to still operate.
We went back to basics and set out to build the ultimate drive-in cinema experience, with wireless speakers in the car, housing touch screens that you could order your food and drink from, and of course all within the Covid restrictions in place at the time. Just keeping the team employed, active and paid felt like such a challenge back then, but in hindsight, I’m so glad we did it as it enabled us to survive.
Which of the events has been your favourite so far?
My personal favourite is often where the film and venue just align so perfectly that you couldn’t have ever had that experience anywhere else. Examples include Gladiator at Cardiff Castle, Harry Potter at Westminster Abbey, and Les Misérables at Warwick Castle. It’s not that the film needs to be set in that location or tied to the venue, but just that the presence of the backdrop, in some way, enhances the experience of watching the film.
I’ll never forget the first time we screened Dirty Dancing and all the audience stood up to dance at the end – that wasn’t something I was ready for! And this summer, just seeing Top Gun: Maverick on our giant screen for the first time was truly awesome – it’s quite simply the perfect film for outdoor cinema!
The Luna Cinema events are always in the most picturesque locations, from beautiful parks and cathedrals to palaces and castles! What is the process of finding a new, great venue?
In the old days, I made a list of every iconic venue I could think of, then systematically went out to convince them to let us visit! These days either we get recommended to them or a contact from another venue will move or make a connection, or sometimes the public get in touch and ask if we’ve ever considered a particular place. The great thing is there are still so many amazing settings yet to explore where we can take our big screens.
And similarly with the films. You have shown a whole host of epic films across the 15 years, including recently announced Barbie, just how do you choose what is shown is each year?
It’s the hardest thing choosing the films as everyone has an opinion! We try to make it as much about the science behind what people want to see by working with the studios, distributors, and exhibitors to look at trends and box office results of films on their release. We then look at what has played and worked in each venue to see particular patterns and key audiences we want to appeal to.
Barbie was a no-brainer as it was so clearly the film of the year and had that buzz about it where the audience were turning up wearing pink and in a celebratory mood. That made me think it lends itself perfectly to outdoor cinema, which is by its very nature more communal and sociable than any other form of cinema.
In the ultimate ideal scenario, what would your ultimate dream venue and film combination be?
I’d love to put a screen on the lawns of Buckingham Palace and screen Bohemian Rhapsody! One day!
For those who haven’t yet experienced The Luna Cinema before, how would you describe it?
It’s the combination of a classic film on a giant screen in a jaw-dropping setting that makes the experience special, but the best thing about it is how perfectly open-air cinema works as a shared experience. For people on date nights or with a group of friends, it’s the most fantastic way to enjoy a film. Throw in a glass of something chilled from the Luna bar and you have yourself a lovely night out!
What else can we expect this year (and beyond)?
We are very excited to announce our Luna Winter season later this year. We’ve expanded and improved our winter offering each year and this year, I’m confident will be the biggest and best, with some amazing venues and of course every great festive film you can shake a stick at.
But before that, we have a month of outdoor cinema left with some of our most incredible venues still to come. September is always my favourite month for outdoor screenings, as often the weather is nice and the earlier sunset times are a bonus.
You’re clearly passionate about film, but where did it all begin?
It began with a trip to Australia, where I first saw an outdoor screen. It blew my mind how different the experience was compared to going to a normal cinema or watching a film at home. The audience responded as if it was a live concert or theatre piece, where they felt part of something bigger than just them, and without a doubt you appreciate the film in a new way.
That gave me the spark to try and bring that experience to the UK and find amazing backdrops and settings to put a giant screen!
This summer, The Luna Cinema brings you a perfectly scripted night out with a huge choice of unmissable movies to watch under the stars at some of the country’s most beautiful and scenic locations. Find your nearest Luna Cinema event and secure your tickets today.
