TodayTix Group acquires Active Partners portfolio company Secret Cinema, the global pioneer of immersive entertainment


Secret Cinema, an Active-backed entertainment company specialising in immersive film and television experiences, has been acquired by TodayTix Group, a global e-commerce platform for cultural events.

Secret Cinema’s popularity has exploded over the last ten years as it has taken the world of immersive experiences by storm. It has sold over one million tickets to over 50 shows, secured a multi-year, multi-title deal with Disney (kicking off with Guardians of the Galaxy), and produced experiences with major movie studios including Marvel, Universal, Paramount, Lionsgate, Sony, Netflix, and Eon Productions.

From grassroots film screenings in abandoned London buildings to large-scale productions in some of the most spectacular spaces worldwide, Secret Cinema takes audiences to secret locations and creates 360° participatory Secret Worlds where the boundaries between performer and audience, set and reality are constantly shifting. Fans are encouraged to dress as part of the cast and become part of the story of some of their favourite films and TV series.

TodayTix Group’s acquisition will fuel Secret Cinema’s international growth with further expansion to the US in 2023 and a permanent location in Los Angeles. It will also help Secret Cinema to grow its format, creating open-ended theatrical runs to allow more fans to experience the immersive events. The company will maintain its leadership team, and the brands and businesses will operate separately. TodayTix Group will provide its frictionless technology, audience insights, and unparalleled cultural knowledge to help Secret Cinema expand geographically and creatively grow its offerings and audience.

Active Partners invested in Secret Cinema in 2016 and since then has been supporting its leadership to shape the vision for the business and build out the team to bring it to life. From driving forward the marketing strategy, forming relationships with major film studios including the recent announcement deal with Disney and innovating the show formats to encompass different styles and offerings, Active has helped to cement Secret Cinema’s unique position in the market as the global leader of immersive storytelling.

Max Alexander, CEO 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.”

Spencer Skinner, Managing Partner at Active Partners, said: “It has been an absolute pleasure to craft the vision for Secret Cinema over the last few years and build and support the brilliant team bringing unrivalled immersive experiences to life for so many fans. TodayTix Group is a fantastic home for the business as it looks to expand its reach into new markets and formats. We look forward to seeing Secret Cinema continue to provide its revolutionary events to many more people around the world.”

Brian Fenty, co-founder and CEO of TodayTix Group said: “TodayTix Group’s acquisition of Secret Cinema is a game-changer for culture-seekers, the theatre industry, and the film and television industries alike. 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.”

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