Theatre ticketing platform TodayTix buys Secret Cinema

Immersive company Secret Cinema has been acquired by theatrical ticketing platform TodayTix.

The new deal will allow Secret Cinema, which has previously created immersive productions of Dirty Dancing, Moulin Rouge!, and Stranger Things, to expand internationally and create open-ended theatrical runs.

Merritt Baer, co-founder and president of TodayTix Group, said: "We could not be more pleased that Secret Cinema is joining our growing portfolio of brands, and we are thrilled to bring the Secret Cinema experience more broadly to the US in 2023.”

Brian Fenty, co-founder and chief executive officer of TodayTix Group, added: “Our acquisition of Secret Cinema is a game-changer for culture-seekers, the theatre industry, and the film and television industries alike."

Adding: "By connecting Secret Cinema with TodayTix Group’s 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."

The deal is reported to have cost more than $100 million, according to Variety and the Hollywood Reporter.

Max Alexander, chief executive officer of Secret Cinema, said: “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. Despite this, Secret Cinema remains an exceptional producer of unforgettable, immersive experiences. Now with the backing and unique expertise of TodayTix Group, it can fulfil its true potential and bring suspense and spectacle to even more Secret Cinema goers around the world."

TodayTix said it hoped the acquisition of Secret Cinema would help it serve audiences and partners in a new way. Secret Cinema is to maintain its leadership team, and the brands and businesses will operate separately.

TodayTix says it will provide technology, audience insights and cultural knowledge to help Secret Cinema expand geographically and creatively grow its offerings and audience.

A US Secret Cinema tour is planned for next year as well as the establishment of a permanent Los Angeles location.