Melbourne’s new next-level cinema experience is unveiled today, with FoMo Cinemas opening its East Brunswick doors. A haven for cinema and food-lovers alike, FoMo Cinemas brings together the best of the silver screen with an elevated in-cinema food offering in a first for Australian movie-goers. Housed in the newly opened East Brunswick Village precinct by Banco, FoMo Cinemas is the latest joint venture from local screen visionaries, Barry Peak (Valhalla/Cinema Nova) and Natalie Miller AO (Longford Cinema/Cinema Nova). FoMo’s General Manager Laura Toister joins the team with close to 20 years’ experience working in the cinema and events industries, including over a decade managing Palace Cinema Como in South Yarra. With a total capacity of 392 seats across six state-of-the-art theatres, FoMo will serve up some of the biggest films of summer in its opening weeks alongside a brand-new menu featuring the freshest flavours and ingredients.
Of the project, co-founder Barry Peak, said: “Natalie and I have wanted to run a cinema that combines a movie with a meal for a long time. When I’m in the US I love going to the Nighthawk, Alamo and Syndicated cinemas with their no-fuss dining at standard prices. Cinemas run for movie lovers by movie lovers. Like us. Finally, technology allows that here, and FoMo is the result. Don’t miss the great pre-shows created by Ben Crocker, or the delicious diner food of our chef Darren Collier. PS: There’s no obligation to eat anything, but you’d be crazy to miss out.”
Designed by Head Chef Darren Collier, FoMo’s cinema cuisine has been carefully and deliciously curated to compliment the in-theatre setting. Playing on some classic cinema fare, the menu includes antipasto and cheese platters, tasty fried bites, New York-inspired deli sandwiches, deluxe burger combos, hand-stretched pizzas and a delectable dessert slate. All dishes are prepared with mid-film dining in mind, while Collier’s extensive restaurant experience has ensured a focus on flavour and authenticity. The dining menu will be available to ticket holders in all cinema screenings, with items ordered in advance or during the film via the cash-free interface housed at each cinema chair. The streamlined system sends orders straight to the kitchen, avoiding the need for punters to use their phones or attract the attention of a waiter. The cinemas themselves have similarly been expertly designed to accommodate prompt and discreet service throughout. Food and drinks can also be ordered from FoMo’s foyer bar.
With no pre-features advertising – except trailers – audiences will still be given plenty of time to peruse the menu during the custom-made FoMo pre-show reel. Featuring interactive elements including quizzes and trivia, movie history nostalgia and classic movie moments, the FoMo preshow is a celebration of the very ritual of cinema-going. Beyond the comprehensive menu, Cinema FoMo’s bar will champion local beers and specialty cocktails while also satisfying the cinema traditionalist with popcorn, choc tops and soft drinks. Other candy bar snacks include salty and sweet popcorn options, ethically sourced chocolate, crisps by bespoke local manufacturers and a variety of dietary-friendly nibbles.
Designed by ITN Architects, FoMo’s brand new, purpose-built complex serves as a transportive gateway to the cinematic worlds awaiting on screen. The lavish foyer bar takes inspiration from Blade Runner, with neon artworks, stark colour contrasts and retro-futurist styling. All six cinemas are equipped with high quality projection and immersive sound design throughout. Two theatres will also be installed with 3D capabilities, including the largest 114-seat auditorium which offers 4K laser resolution on a screen measuring over 10 metres wide. And with ticket prices comparable to standard cinema rates, FoMo’s premium viewing experience remains accessible for all. FoMo Cinemas will screen the latest in big-screen blockbusters from both Hollywood and abroad, as well as a selection of movie classics and popular releases. Not-to-be-missed new releases screening across FoMo’s opening weeks include Tina Fey’s musically re-imagined Mean Girls, the soon-to-be holiday classic The Holdovers, Ferrari, the biopic of the legendary Italian sports car founder with Adam Driver and Penelope Cruz, stylish Jason Statham thriller The Beekeeper, Sean Durkin’s wrestling biopic The Iron Claw starring Jeremy Allen White and Zac Efron, and more.
Situated in East Brunswick Village’s Bluestone Way, FoMo Cinemas’ neighbours include beloved Middle Eastern restaurant Rumi which recently relocated its only venue to EBV, Bridge Road Brewers’ first-ever Melbourne brewery venue and many more boutique vendors.
To coincide with FoMo’s doors opening, Peter Gray spoke with co-founder Natalie Miller AO about what audiences can expect with this new theatrical experience, her own personal history in the industry, and what she’s most excited about.
As a cinema lover I am so excited that there’s a new theatre opening. There seemed to be that narrative during the pandemic that the theatrical experience was dying, but people were still getting out there when they could, so it warms me so much to know that FoMo exists and is forwarding with the very notion that cinemas are alive!
I must say, all through the pandemic when my staff were all gloomy, as you can imagine, I said “Be lucky you have a business to go back to, because I am sure the cinema will live again.” And I was right (laughs). Me and Barry (Peak) run the Nova, and we had a terrific Christmas, so our faith in the industry is well placed to be doing a new cinema.
As you said about assuring your staff during the pandemic that cinema will live on, you’ve no doubt seen the ebbs and flows of the industry. There was never any worry that the experience was going to die, so to speak?
Never. I ran the Longford Cinema for 17 years when it was a single screen, and they were some of the best days of my life. Village built all their multiplexes in Chapel Street, and that’s when Palace came about, and the business had to change. You learn over the years that things change and you have to move along with them. Of course, once we had those projectors and high-ceilings, the opportunities for cinemas were fantastic.
How long have you been managing cinemas?
In a nutshell, I’ve always loved cinema, too. My parents used to take me when I was a child. I was brought up on all the musicals. In a business sense, I was in PR and did publicity for the Melbourne Film Festival, which led me to Luis Buñuel’s The Exterminating Angel (1962) as my first film as a distributor, and I wanted somewhere to play it, so I took over the Longford Cinema, and that went for 17 years. Then Barry came to me, and he was running Valhalla, and he asked if we wanted to venture on a twin (cinema), and that was in Carlton. That’s now 16 cinemas. It’s been a long time.
As you said about being brought up on musicals, was there any title for you that really stands out?
I think I fell in love with Peter Lawford (laughs). I know that sounds terrible! I can’t remember the names of the films he was in, but I kept a scrapbook of him. But to answer sensibly, Singin’ In The Rain, probably. All those musicals. I used to just love them. But then when I grew up I really had arthouse in my DNA. You just have to move on. The industry grows, and there’s more films, more crossovers for films, more people wanting to see horror films. That’s not exactly my genre, but it’s what people are after. You have to play for the audience. I’ll make this distinction, Cinema Nova is more arthouse. FoMo is going to be playing more commercial films. We wouldn’t play something like Star Wars at Nova, but there’ll be quite a lot of crossover at FoMo, where we can play both (genres). That’s how the industry is. You look at something like Ferrari. There’s big business in crossing over with that. Hopefully we keep the identity of Nova at Nova, and that a younger audience is who we’ll play for at Brunswick.
How long has FoMo been in the works?
It’s been a number of years. It’s part of the East Brunswick Village. There were 400 apartments built there, and they’re now all occupied, so we go back quite a long way to when (the developer) said he wanted cinemas here.
And there’s going to be no traditional adverts here? Just trailers?
No paid adverts. The concept is FoMo is Food and Movies, not Fear Of Missing Out, unless you don’t get a ticket (laughs). We want people to come in 20 minutes before a film, sit down, order their meal, and we’ll have entertainment prior. Clips on screen and trivia, and things like that. They can still order their food during the film, but there’s that nostalgia beforehand. The pre-show to celebrate the very ritual of the filmgoer.
I think that’s so great. Bringing that classic vibe back to the cinema. They do say everything old becomes new again.
That’s it. What goes around, comes around. The big point is that food and movies is not a new concept, but it’s the experience at standard movie prices. You won’t pay extra for the privilege of food and service.
When you tell people that you’re offering standard prices and no paid advertisements, do you get any reactions about how it could possibly work?
I mean, I’m sure people thought I was crazy to not play a Star Wars movie at the Nova (laughs). But this is how we are opening. You can only try. And that’s how we are setting ourselves up. There’s an old saying, “If you stick to your knitting…” (laughs).
Is there any aspect of FoMo that you’re most excited about?
Oh, I’m very excited about the food. I’m excited about the décor of the cinemas themselves. Our architect has designed it with Blade Runner in mind. It’s a very modern concept. What else am I excited about? I’m excited for everyone coming through the door!
FoMo Cinemas, located in Melbourne’s East Brunswick Village, have opened their doors from today! For more information about session times, head to the official website.
