Harkins Backlot
Concept Creation
Pioneering the Future of the Family Entertainment Center
Harkins is a beloved entertainment brand with a rich legacy of redefining the moviegoing experience across the Southwest. Looking to expand their footprint beyond the big screen, they saw a bold opportunity in the Family Entertainment Center (FEC) space. Our partnership focused on crafting a standout food & beverage program — one that builds on their cinematic roots, deepens brand loyalty, and delivers a welcoming, story-driven experience families will return to time and again.
Background.
The insight.
The unlock was to lean into Harkins’ core strength as cinema experts and create a family FEC that feels like stepping onto a movie set — The Backlot. While many dream of heading to Hollywood, few get to experience life behind the scenes. The Backlot brings that dream to life, proving that Hollywood is more than a place — it’s a feeling. This immersive entertainment and dining destination channels the magic of moviemaking into a dynamic space where families, friends, and private parties can all feel like insiders on set.
Our activities.
We collaborated closely with Harkins’ internal food & beverage team to develop a craveable, cinema-inspired menu for The Backlot’s “Studio Canteen.” From shareable bites and co-starring snacks to pizzas, burgers, handhelds, salads, and bowls, every dish is rooted in classic moviegoing fare — then elevated and amplified with Hollywood flair and IP-driven storytelling.
Our results.
Introducing: The Backlot. A new era of the family entertainment center, featuring genre-defining, elevated and evolved movie-going fare. The Backlot will officially open in June 2025 at The Shops at Norterra, North Phoenix.
