MCEC announces ‘Drive In(Door) Cinema’ as part of business relaunch

Melbourne Convention and Exhibition Centre (MCEC) has announced a new drive-in, indoor cinema as part of the venue’s relaunch following the pandemic. 

The Drive In(Door) Cinema programme is being delivered in partnership with Village Cinemas, and is being held inside the venue’s exhibition bays.

The programme has come about as part of MCEC’s ‘business relaunch’ initiative, under which the organisation is exploring new business models, products and revenue streams.

The bays have space for 174 cars, and the cinema will operate under MCEC’s VenueSafe plan, with industry-leading health and safety measures in place.

Peter King, Chief Executive of MCEC said: “MCEC is a heavy-hitter in Victoria’s economy, contributing more than $1 billion in economic impact to the state in the 2019 financial year.

“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.

“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 added: “Cinemas and live events really suffered this year, and 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. We’re really looking forward to bringing this experience to life and providing a wonderful escape through film.”