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They're not telling yet - you just register, then they'll tell you if you're in/how much/when/where (probably at different times between now and autumn). They're making a play of not having ballots, but they're doing manual selection, I think, which makes it that little bit more personal if you're rejected.
I'll wait to hear if it's going to be low-key and fun. But if it sounds like a running version of Secret Cinema, ah'm oot.
Also, have applied for this:
http://http://secretmarathon.com
Fear it may be a bit of a wanky hipster pop-up type thing, but it's a different idea.