TodayTix Group has acquired London-based entertainment company Secret Cinema. This gives the e-commerce company a presence in the burgeoning immersive film and television event space.
The deal was worth more than $100 million, according to sources familiar with the deal. That’s a huge number, and Secret has exploded in popularity over the past decade by offering mass-produced experiences at Disney, Marvel, Universal, Paramount, Lionsgate, Netflix, Sony, Aeon, and more. It’s a sign of cinema’s rapid growth. production. The company has sold over 1 million tickets for his over 50 shows. It also recently signed a multi-year, multi-title deal with Disney. The deal kicks off with a top-selling immersive experience related to Guardians of the Galaxy at Wembley Park.
Other experiences such as “Casino Royale” reached audiences of over 100,000 in London, while the production of “Stranger Things” was seen by over 300,000 in Los Angeles. TodayTix Group will retain his team of 50 full-time staff at Secret Cinema and continue to operate as a separate brand. TodayTix Group has approximately 330 employees.
Brian Fenty, co-founder and CEO of TodayTix Group, said: “They are tasked with building innovative experiences for the world’s top entertainment companies. It was a transformative acquisition in that we were able to combine it with Secret Cinemas’ game-changing approach to IP presentation.”
So far, Secret Cinema has operated mainly in the UK, but around 1985 US audiences were able to enter Starcourt Mall to see all sorts of bizarre happenings, such as Stranger Things. The experience was an exception. With this acquisition, TodayTix hopes to help Secret Cinema grow internationally. To that end, in May 2023, Secret Cinema will begin a nationwide tour and establish a permanent location in Los Angeles.
“I can’t say too much, but this tour is about iconic movies that America loves,” teases Fenty.
Under new ownership, Secret Cinema will also tweak its format. Historically, it has produced short-term shows that last several months. Now the company will begin creating open-ended theater performances in major cities. The company also plans to establish a permanent location in London to host these experiences.
Founded by Fabien Riggal in 2007, Secret Cinema has produced over 70 films to date, including those inspired by Blade Runner, Bridgerton, Back to the Future, Star Wars and Aliens. performed. Audiences often dress up like characters from the movie or show.Tickets range from £35 to £130 and up.
In a statement, Secret Cinema CEO Max Alexander said, “As we emerge from multiple lockdowns and restrictions on the current cost pressures to put on our shows, we have made an extraordinary decision for everyone in entertainment. “Nevertheless, Secret Cinema remains a preeminent producer of unforgettable immersive experiences. Now, with the help and unique expertise of TodayTix Group, its true We can realize the potential and bring suspense and spectacle to even more secret cinema fans around the world.”
TodayTix Group has been active in acquisitions in recent years, including buying live event ticketing platform Goldstar. Show-Score is a service for live theaters like Rotten Tomatoes. Encore, London based ticket seller. Broadway Roulette is a service that helps users select Broadway shows by specifying dates and musical or theater preferences. Fenty said the company is ready to expand, but doesn’t feel pressure to keep growing.
“We will look at any deals we have to do, but right now we have a great portfolio and we are very busy integrating these businesses,” he said.
Barron International Group acted as financial advisor to TodayTix Group through its acquisition of Secret Cinema.
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