Things like pop-up screens, secret cinema, hot tubs or pillow cinemas are on the rise. Ritzy fully embraces this trend. Internally, preparing offers such as endless brunches or themed events combined with film screenings and adding a sixth screen – Pop Ritzy. Pop Ritzy is located near the cinema in a shipping container and is a venue for alternative screenings – from works by local artists to classic films with live music. Director of the Ritzy, James van Dyke, highlights the venue's transformation into an important cultural center in Brixton which, with its wide range of events and facilities, is not just aimed at film buffs. The new term that applies to the current operation of Ritzy is "Cultureplex", which means that it is something more than a cinema: a multidisciplinary installation, an event and artistic space rolled into one..