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Secret Cinema sold to US buyer in $100 million deal

·2-min read
Millie Bobby Brown and Sadie Sink (Netflix/PA) (PA Media)
Millie Bobby Brown and Sadie Sink (Netflix/PA) (PA Media)

London cultural phenomenon Secret Cinema has been sold to a US buyer in a deal worth around $100 million (£89 million).

The immersive events company, founded by Fabien Riggall in 2007 is being bought by New York based TodayTix.

Secret Cinema has sold over one million tickets to more than 70 shows and produced experiences with major movie studios including Marvel, Universal, Paramount, Lionsgate, Sony, Netflix, and Eon Productions.

Recent shows have attracted huge audiences, with Casino Royale being seen by 100,000 people in London, and a Stranger Things collaboration with Netflix drawing over 300,000 people in its first Los Angeles production.

TodayTix said the purchase will allow Secret Cinema to speed up its international growth starting with a U.S tour planned for next May 2023, and a permanent location in Los Angeles. It is looking for a permanent location in London. The company will also begin creating open-ended theatrical runs.

Secret Cinema typically takes audiences to secret locations, encouraging them to dress as part of the cast, and become part of the story of some of their favorite films and TV series.

Productions to date include Stranger Things, Casino Royale, Blade Runner, Back to the Future, Star Wars, and Alien.

Brian Fenty, co-founder and CEO of TodayTix, said the deal was “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,” he said.

In the last 12 months, Secret Cinema’s productions in the UK have included Netflix hit, Bridgerton; Arcane (League of Legends), its first title based on a video game; Ghost Busters: The Gates of Gozer, Secret Cinema’s first digital-only show; and 1990’s cult classic, Dirty Dancing. Guardians of the Galaxy, the company’s first major Disney title, is now playing in London.

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 fulfill its true potential and bring suspense and spectacle to even more Secret Cinema goers around the world.”