IN BREVE
- Cinema is evolving into a complete experience, integrating comfort, technology, and gastronomy.
- Collaboration between The Space Cinema and Classy Cocktails brings ready-to-drink cocktails to theaters.
- Targeting approximately 30 locations in Italy to offer cocktails alongside classic snacks.
- Quality cocktails meet the demand for personalized experiences while watching a film.
- The cinema is becoming a hybrid space where entertainment and consumption merge, offering a memorable experience.
Cinema is changing shape and expanding its offering. It’s no longer just about watching a film, but a complete experience. Comfort, technology, and gastronomic offerings are becoming central elements to attract an audience increasingly attentive to the quality of their leisure time. In this context, the collaboration between The Space Cinema and Classy Cocktails brings ready-to-drink cocktails created by Patrick Pistolesi to Italian theaters.
The initiative involves an initial selection of nine cinemas, with an expansion planned for May in another 22 facilities. The goal is to reach about 30 locations across the country. This strategy aims to intercept a clear evolution in consumption: less quantity, more quality, even outside traditional mixology settings.
COCKTAILS AND CINEMA: A NEW CONSUMPTION MODEL
Daiquiri, Negroni, Spicy Paloma, and Spritz are thus entering cinema bars, alongside the classic snack selection. The products are supported by a dedicated display, designed to facilitate choice and strengthen brand identity.
It’s not just about expanding the menu, but redefining the experience. Audiences are looking for more curated and personalized moments, even during established activities like going to the movies. The introduction of quality ready-to-drink cocktails meets this need, offering an immediate proposal that remains consistent with high standards.
THE CLASSY COCKTAILS STRATEGY
At the heart of the project is a precise vision, as co-founders Marcello Camellini and Giovanni Gozzi explain: “Classy Cocktails is a brand born specifically to bring the signature mixology experience outside the bar and make it accessible everywhere, while keeping quality, balance, and identity intact. The cinema is becoming one of the perfect places where this vision takes shape, thanks to our collaboration with The Space Cinema.”
The cinema thus becomes a hybrid space where entertainment and consumption integrate. An evolution that reflects a broader shift in habits, with a growing demand for complete and memorable experiences.
AN EXPERIENCE THAT GOES BEYOND THE FILM
The presence of cocktails in the theater represents a further step in the transformation of the cinematic offering. More comfortable seats, immersive technologies, and curated programming are now joined by a more sophisticated beverage selection.
The result is an experience that goes beyond simply watching a movie. A model that aims to make every trip to the cinema a distinctive moment, where consumption also plays a key role. The ritual remains, but it changes form. And today, alongside the popcorn, there can also be a Negroni.
