Secret Cinema, the British pioneer of immersive entertainment, has been acquired by the cultural experience company TodayTix Group, which plans to bring the company permanently to the US next year. A source close to the deal said it was worth more than $100 million.
Since its founding by Fabian Riggall in 2007, Secret Cinema has made over 70 productions with titles such as Stranger Things, Casino Royale, Blade Runner, Back to the Future, Star Wars and Alien. While most have been in the UK, the international productions are included Casino royale in Shanghai and Arcane and Weird stuff in Los Angeles. It has sold over 1 million tickets, signed a multi-title, multi-year deal with Disney (kicked off with Guardians of the Universe) and produced experiences with major film companies, including Marvel, Universal, Paramount, Lionsgate, Sony, Netflix and Eon Productions.
The TodayTix deal will reportedly enable Secret Cinema to expand internationally, with a US tour slated for May 2023 and a permanent base in LA. runs. In addition to a base in LA, it is also looking for a permanent location in London.
“The TodayTix Group’s acquisition of Secret Cinema is a game-changer for culture seekers, the theater industry, and the film and television industry,” said Brian Fenty, co-founder and CEO of TodayTix. “TodayTix Group has a huge audience looking for rich content and Secret Cinema has the most coveted collection of IP turning it into amazing, immersive theatrical experiences. By connecting Secret Cinema with TodayTix Group’s frictionless technology and a deep understanding of our millions of customers, we will amplify everything they have built into the most customized and premium entertainment experience available to the global audience.”
In the past 12 months, there have been Netflix hits in Secret Cinema’s productions in the UK Bridgerton; Arcane (League of Legends)the first title based on a video game; Ghost Busters: The Gates of Gozer, Secret Cinema’s first digital show; and cult classic from the 90s, Dirty dancing. Guardians of the Universe, the company’s first major Disney title, now plays in London.
“It has been two extraordinary years for everyone in the entertainment world as we have come out of multiple lockdowns and restrictions due to the current cost pressures of ramping up our shows,” said Max Alexander, CEO of Secret Cinema. “Nevertheless, Secret Cinema continues to be an exceptional producer of unforgettable, immersive experiences. Now, with the support and unique expertise of TodayTix Group, it can live up to its true potential and bring excitement and spectacle to even more Secret Cinema visitors around the world.”