Moonlight Cinema Procurement Melbourne Botanic Gardens
Moonlight Cinema Procurement Melbourne Botanic Gardens
Client
Royal Botanic Gardens Board
Location
Melbourne VIC
Traditional Custodians
Wurundjeri
For over 20 years, Moonlight Cinema has transformed Melbourne's Royal Botanic Gardens into a magical open-air cinema. A cherished summer tradition, it presented an opportunity to revitalise and diversify the program while reducing impact on the gardens’ unique landscape. Benchmarking and market analysis informed a comprehensive brief, securing strong market engagement and delivering investment and commercial outcomes for the Gardens.
Moonlight Cinema redefines seasonal activation within one of Melbourne’s most iconic landscapes, amplifying the Royal Botanic Gardens’ mission of environmental education, tourism, and cultural exchange. Attracting thousands of visitors each season, the cinema enriches the Gardens’ public programming, expanding audience engagement beyond traditional hours.
Set against the backdrop of Melbourne's skyline, the Moonlight Cinema experience is memorable and immersive. To secure investment, Maytrix scoped opportunities and requirements and managed a procurement process for future program delivery. Informed by international benchmarking and consultation, investment priorities were defined to preserve the sensitive landscape and garden environment.
Operating at scale across a four-month summer season, Moonlight Cinema activates the Central Lawn several nights each week, attracting thousands of visitors and reinforcing the Royal Botanic Gardens’ civic value. Coordinated temporary infrastructure, staffing, and vendor operations preserve environmental integrity while delivering a flexible, high-capacity public event. The program combines accessibility, economic impact, and cultural relevance—supporting the Gardens’ mission of enriching life through connection with nature.
Reframing the cinema program has elevated audience experience and delivered a sustainable operating model. Strategic infrastructure investment minimises impact on the gardens and surrounding community, enabling a more diverse program and tiered cinema offering.
The elevated cinema program aligns brand and experience while preserving the Gardens' ecosystem. Our approach builds on past projects with the Melbourne and Cranbourne Gardens, leveraging expertise in commercial strategy, public programming, and engagement for cultural venues and destinations—shaping outcomes that balance visitation and sustainability. The result is a captivating cultural experience that extends reach and value for the Gardens.
Moonlight Cinema Melbourne Botanic Gardens
Image - Royal Botanic Gardens Board
Moonlight Cinema Melbourne Botanic Gardens
Image - Royal Botanic Gardens Board
Moonlight Cinema Melbourne Botanic Gardens
Image - Royal Botanic Gardens Board
Moonlight Cinema Melbourne Botanic Gardens
Image - Royal Botanic Gardens Board
Other Projects - Royal Botanic Gardens
• Australian Garden - Cranbourne (Commercial Strategy, Design, Procurement - Stage 1, Stage 2)
• Jardin Tan Observatory Precinct - Melbourne (Procurement, Project Delivery)
• Nature & Science Precinct Master Plan - Melbourne (with Kirsten Thomson Architects – Commercial Strategy, Concept)
• Gardens House - Melbourne (Procurement)
• Tea Rooms - Melbourne (Procurement)
