Sold out in 25 minutes: how elevenfiftyfive & A24 turned a central London nightclub into a liminal space for A24's Backrooms, now the studio's highest-grossing film ever.

On 20 May 2025, elevenfiftyfive produced an immersive launch experience for Backrooms at Lost nightclub on Shaftesbury Avenue, with MASSIVE Cinema selling out the free event to its Gen Z community in under 25 minutes. The film has since crossed $212M worldwide, becoming A24's biggest ever release.

London, 20 May 2025 : Independent entertainment group elevenfiftyfive has revealed details of the exclusive UK launch event for Backrooms, produced on behalf of A24 on 20 May 2025. Held at Lost, the elusive central London nightclub housed in the former Odeon on Shaftesbury Avenue, the free event sold out to capacity in under 25 minutes of announcement, with tickets distributed through elevenfiftyfive's Gen Z entertainment platform, MASSIVE Cinema.

Backrooms has since become A24's highest-grossing film ever, surpassing Timothée Chalamet's Marty Supreme to cross $212M worldwide, as reported by Deadline. The 20 May event took place before the film's UK release, placing elevenfiftyfive and MASSIVE Cinema at the start of one of the year's most remarkable entertainment stories.

The venue itself became the experience. Lost transformed its space into a fully realised liminal environment, with guests navigating strip-lit walkways, twisting staircases and dimly lit rooms dressed with props from Captain Clark's Ottoman Empire, the fictional furniture store at the heart of the film's mythology. The building's history as a former cinema added an additional layer of atmosphere to an evening that blurred the line between film and physical world.

The screening was preceded by a personal introduction from director Kane Parsons, arranged by A24, who at just 20 years old has become one of the most talked-about filmmaking debuts in recent memory, having built the Backrooms universe from a viral YouTube series before A24 developed the feature. Following the film, guests moved into the club space for a themed afterparty: Allora cocktails, a DJ set, and footage from Kane's original Backrooms web series projected across the walls.

Allora joined as an official partner for the evening, with bespoke cocktails served throughout the afterparty, marking the drinks brand's second collaboration with elevenfiftyfive and a natural fit for an event that prioritised considered, immersive detail at every touchpoint.

In keeping with Lost's strict no-phones policy, documentation of the evening was intentionally scarce. A bespoke physical photo booth gave guests a tangible memento of the experience, while a curated selection of official images has since been seeded through MASSIVE Cinema's social channels, offering the platform's 1.5 million monthly audience members a rare, controlled glimpse into an evening that was designed to be felt rather than filmed.

“Being able to quickly, efficiently and creatively produce high-quality experiences and seed them to our growing community of entertainment-hungry Gen Z fans at the speed of the internet is what we are built for. Backrooms was a perfect fit, a genuinely exciting film, a director at the start of something significant, and a venue that understood exactly the kind of experience to create. The fact we were also able to secure a supporting partnership from Allora was the cherry on top.”
— David Kapur, elevenfiftyfive and MASSIVE Cinema

Backrooms UK Experience