While it may not form part of a particularly convincing long-term business plan if presented to the investment arm of a bank, there's little doubt that Hot Tub Cinema has legs, albeit rather short ones.
After a successful summer which saw hordes of swimsuit-clad cinema-goers leaping into a tub of bubbling hot water to enjoy a movie, this somewhat peculiar pop-up cinema event returns this month for 19 more days of filmic fun.
Self-described as "the world's most remarkable cinema" – a claim with which most right-minded people will wholeheartedly agree – Hot Tub Cinema takes place this winter at an indoor venue in Shoreditch, ensuring a comfortable viewing experience where your head is guaranteed to remain at the same temperature as your body (ie. you won't be freezing to death on some icy cold London rooftop, which is where Hot Tub Cinema usually takes place).
Scheduled movies comprise mostly classics, including Raiders of the Lost Ark, Pretty Woman, Gremlins, and Love Actually. Despite costing a hefty £32, tickets are selling first so if you're interested in a movie experience where by the end your skin will be as shrivelled as a stewed prune, then you'd better hop along to the Hot Tub Cinema website and grab your place in the pool now.