TodayTix Group has acquired Secret Cinema, a company that specializes in creating immersive experiences built around film and television properties. The move signifies an expansion of TodayTix, which has primarily operated as an e-commerce outlet for live theatre tickets, into the world of film and television.
The U.K.-based Secret Cinema's work has mostly been in London, selling more than one million tickets to more than 50 shows, including experiences built around Guardians of the Galaxy and Casino Royale. A recent experience built around Netflix's Stranger Things brought the company to Los Angeles for the first time. TodayTix hopes that this acquisition will allow Secret Cinema to continue its global expansion, with more U.S. events planned for 2023 and the launch of a permanent home in Los Angeles. Plans are also afoot for more open-ended theatrical runs for the company's traditionally short-run experiences.
Secret Cinema will retain its leadership team, and both businesses will operate separately despite the acquisition. TodayTix plans to share its technology, audience insight, and cultural knowledge to aid Secret Cinema's expansion.
"TodayTix Group’s acquisition of Secret Cinema is a game-changer for culture-seekers, the theatre industry, and the film and television industries alike,” says TodayTix Group CEO and Co-Founder Brian Fenty in a statement. "TodayTix Group has a massive audience seeking rich content and Secret Cinema has the most coveted collection of IP that it turns into amazing, immersive theatrical experiences. By connecting Secret Cinema with TodayTix Groups' frictionless technology and intimate understanding of our millions of customers, we will amplify everything they’ve built into the most tailored and high-quality entertainment experience available to audiences globally."
"It has been an extraordinary two years for everyone in entertainment, as we emerged from multiple lockdowns and restrictions to the current cost pressures of putting on our shows," adds Secret Cinema CEO Max Alexander. "Despite this, Secret Cinema remains an exceptional producer of unforgettable, immersive experiences. Now with the backing and unique expertise of TodayTix Group, it can fulfill its true potential and bring suspense and spectacle to even more Secret Cinema goers around the world."