The London Cinema Challenge, organized by Combo Competitions, challenged participants to design a new cinema located on Newman Street in central London which should "reflect the participants’ ideas of the cinematic experience in the near future." The scope of the proposal, along with the extravagance of the idea, was decided by the individual competitors with the only criterion being that the design provided a space to watch movies. In addition to the cinema, each proposal had to include a "unique feature helping to serve the main purpose" of the building. Whether "an intimate screening room for indie films, or a commercial multi-storey cinema complex showing blockbusters," the winning proposals demonstrate an array of unique ideas.