Things like pop-up screens, secret cinemas, hot tubs or pillow theaters 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 the sixth screen: Pop Ritzy. Pop Ritzy is located next to the cinema in a shipping container and is a place for alternative screenings, from works by local artists to classic films with live music. The manager of the Ritzy, James van Dyke, highlights the transformation of the venue into an important cultural hub in Brixton which, with its wide range of events and facilities, caters not only to cinemagoers. The new term applicable to the way Ritzy operates today is "Cultureplex", meaning it is more than a cinema: a multidisciplinary facility, events and art space all in one.