GOURMET CINEMA

THE BRIEF

Conceptualise & deliver non-racing events to attract new audiences to the Melbourne Racing Club’s key race venues.

THE IDEA

Combine two Melbourne passions – food and film – to deliver an outdoor cinema event like no other at the MRC’s key venue, Caulfield Racecourse.

THE RESULT

The event was held over 5 evenings, with the main night (Saturday) selling out with 1,400 people in attendance and generating over $23k in bars sales. Additional screenings attracted an average of 750 attendees per session, with larger than expected bar sales for an event type that typically offers low returns on alcohol.


Each session of Gourmet Cinema was presented by one of five iconic Melbourne restaurants, who curated a cinematic food journey inspired by a film favourite. Attendees could be taken on a sensory soiree through food and film by the presenting restaurant, or enjoy a variety of indulgent delicacies from the other four.

District Agency was responsible for the entire event - from creative concept and branding, to restaurant identification and negotiation all the way through to onsite production and execution.