In a year filled with ambitious documentaries and boundary-pushing nonfiction films, Secret Mall Apartment has emerged as the unlikely, unstoppable sensation of 2025. What began as a small, self-released project quickly transformed into a cultural moment, winning over critics, audiences, and film festivals worldwide. Today, it stands as one of the most talked-about documentaries of the year—praised not only for its inventive storytelling but for its warmth, humor, and deeply human spirit.
The film’s extraordinary journey is reflected in its achievements:
- Featured on Vulture’s Ten Best Films of 2025
- Included in the Associated Press’s Ten Best Films of 2025
- Self-released to an astounding $1 million at the box office
- Winner of 12 major film festival awards
- A near-perfect 98% Rotten Tomatoes (Certified Fresh)
- 89% audience score
- 7 on Letter boxd
- 2 rating on IMDB
With over 100,000 theatrical viewers, Secret Mall Apartment has become the kind of movie people don’t just watch—they recommend with enthusiasm. The excitement has spread entirely through community support, critical praise, and word-of-mouth buzz.
A Story That Resonates
Critics have embraced the film’s emotional depth and joyful authenticity. The Washington Post calls it “a profoundly humane portrait of creativity and community,” while the Chicago Tribune praises it as “delightful, moving, and consistently engaging.” Vulture went a step further, crowning it “the most purely enjoyable documentary of 2025.”
Its impact on audiences and reviewers alike earned the film a coveted spot in the DOC NYC Winner’s Circle 2025, further cementing its status as a must-see documentary.
Praise from Leading Voices
Some of the most respected names in storytelling and documentary filmmaking have shared their admiration:
- Ken Burns calls it “a hugely entertaining and insightful doc… that will force you to think while you laugh.”
- Celebrated critic Ty Burr describes it as “remarkable, funny, hopeful. One of my favorite movies of the year.”
- James Hancock (Wrong Reel) writes that the story of documentaries in 2025 “cannot be told without highlighting Secret Mall Apartment.”
The New York Times notes that the film is “compelling… looking back at a project that may sound like a joke but had serious underpinnings.”
Beyond written reviews, audiences can also watch a special conversation between Academy Award-nominated producer Jesse Eisenberg and the film’s main subject Michael Townsend, offering deeper insight into the documentary’s origins and meaning.
Watch It Today
Secret Mall Apartment is available now on Amazon and Apple TV, making it accessible to families, film lovers, and documentary fans everywhere. For Academy voters, the film is also available on the Academy Screening Room.
A Documentary Made for Audiences — Not for Awards Politics
In an industry facing increasing financial and structural challenges, the filmmakers behind Secret Mall Apartment have taken a principled stand. Instead of imitating big-budget Hollywood awards campaigns, they emphasize sustainability and community-driven support. Their message is clear: lavish spending does not make sense for the documentary world today.
They hope viewers and Academy members agree—and support films that prioritize authenticity over spectacle.
The Fun Documentary of the Year
While many acclaimed documentaries dive into heavy, somber subjects, Secret Mall Apartment stands out as a refreshing, uplifting alternative. It is thoughtful without being heavy, funny without being shallow, and inspiring without being sentimental. It is also entirely family-friendly, making it a rare documentary you can watch with everyone.
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