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“The ‘secret’ sauce is a key part of the appeal. Secret Cinema taps into our growing desire for chance, mystery and randomness as our worlds get more personalized and predictable—a trend we’re calling Reengineering Randomness. As a Spoonfed blogger noted of Secret Cinema: ‘I find it pretty impressive that in an age of social media and instant messaging where nothing stays underground for too long, they manage to maintain an air of mystery around the whole production.’”
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