Secret Cinema was purchased by TodayTix Group in a $100 million deal

Secret Cinema, the UK-based immersive entertainment pioneer, has been acquired by cultural experiences company TodayTix Group, which plans to bring the company permanently to the US next year. A source close to the deal said it was valued at over $100 million.

Since it was founded by Fabian Riggall in 2007, Secret Cinema has had more than 70 productions with titles such as Stranger Things, Casino Royale, Blade Runner, Back to the Future, Star Wars and extraterrestrial. While most were in the UK, the international productions were included Casino royale in Shanghai and arcane and stranger things in Los Angeles. It has sold more than 1 million tickets, struck a multi-year, multi-title deal with Disney (launched with Guardians of the Galaxy) and gained experience with major film companies including Marvel, Universal, Paramount, Lionsgate, Sony, Netflix and Eon Productions.

The TodayTix deal will reportedly allow Secret Cinema to expand internationally, with a US-wide tour planned for May 2023 and establishing a permanent base in LA. It will also push it to go beyond short-term shows and create open-ended theatrical runs. In addition to a base in LA, a permanent location in London is also being sought.

“TodayTix Group’s acquisition of Secret Cinema is fundamental to the cultural, theater, film and television industries alike,” said Brian Fenty, co-founder and CEO of TodayTix. “TodayTix Group has a massive audience searching for rich content, and Secret Cinema has the most coveted collection of intellectual property that transforms it into amazing, immersive theatrical experiences. By combining Secret Cinema with TodayTix Group’s seamless technology and deep understanding of our millions of customers, we will expand everything they built into a customized and high-quality entertainment experience available to a global audience.”

In the last 12 months, Secret Cinema’s productions in the UK have included Netflix hits Bridgeton; Arcane (League of Legends)his first title based on a video game; Ghost Busters: The Gates Of Gozer, Secret Cinema’s first all-digital show; and cult classics of the 1990s, Dirty dancing. guardians of the galaxy, the company’s first major Disney title is now set in London.

“It’s been an extraordinary two years for everyone in the entertainment industry as we emerge from multiple lockdowns and restrictions from the current cost pressures in running our shows,” said Max Alexander, CEO of Secret Cinema. “Nevertheless, Secret Cinema remains an exceptional producer of unforgettable, immersive experiences. With the support and unique expertise of TodayTix Group, it can now realize its true potential and bring excitement and spectacle to even more Secret Cinema attendees around the world.”

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