French cinema group mk2 is taking destination programming to a considerably higher level—57 metres (187 feet), to be precise. From 24 to 27 September, the company’s free Cinéma Paradiso festival will occupy the Salle Gustave Eiffel on the monument’s first floor, pairing film screenings with panoramic views across Paris. The program, participating guests and lottery for free tickets will be announced on 8 September.

Launched in 2013, Cinéma Paradiso has previously transformed the Grand Palais, the Louvre’s Cour Carrée, La Seine Musicale, Villa Carmignac and even the 24 Hours of Le Mans circuit into temporary cinemas. The Eiffel Tower edition follows July’s sixth Cinéma Paradiso Louvre and may be the concept’s most audacious setting yet. Though Time Out called it an outdoor cinema, the screenings will actually take place inside the glass-walled Gustave Eiffel room—which is probably wise given Parisian weather’s longstanding refusal to respect showtimes.

Armani Beauty will sponsor a private opening-night event built around the launch of a new men’s fragrance, illustrating the commercial architecture beneath the cultural spectacle. For exhibitors, the lesson is not that every cinema requires a globally recognizable iron tower. It is that scarcity, setting and sponsorship can turn a screening into an event people actively compete to attend. The movie may remain the attraction, but sometimes the auditorium itself deserves top billing.