London-based immersive entertainment company Secret Cinema has been acquired by Todayix, which plans a nationwide tour in the US in 2023 and a permanent location in LA.
Financial terms were not disclosed, but people familiar with the deal, which just closed, said it was worth just over $100 million.
The company has sold over 1 million tickets at over 50 shows and signed a multi-year, multi-title deal with Disney ( guardian of the galaxy), Marvel, Universal, Paramount, Lionsgate, Sony, Netflix and Eon Productions. Its latest show has captivated a large audience, Casino Royale Over 100,000 people in London, collaboration with Netflix, stranger things, Mobilized more than 300,000 people at the first Los Angeles performance. The productions allow the costumed audience to actively participate in the storyline and often blend music, art, theater and dance.
TodayTix, which describes itself as a “global e-commerce leader in cultural experiences,” provides technology, audience insights, and expertise to help Secret Cinema expand geographically and creatively expand its offerings and audience. Offering, the announcement said.
Led by CEO Max Alexander, Secret Cinema will retain its leadership team and operate its brands and businesses separately.
Partners focus on geographic expansion. To date, Secret Cinema has operated primarily in the UK. Casino Royale Shanghai and arcane When stranger things in Los Angeles. The deal will allow Secret Cinema to further its U.S.-led international growth.
In terms of format, Secret Cinema expands from short-term shows to creating open-ended theatrical performances. We are also looking for a permanent location in London.
Secret Cinemas was founded in 2007 by Fabien Riggall. Since 2016, it has been owned by London-based consumer-focused investment firm Active Partners. Since its inception, it has moved from grassroots film screenings in abandoned buildings in London to large-scale productions with ‘360° participatory secret worlds’. Audiences, sets and realities are constantly changing. ”
Production includes Stranger Things, Casino Royale, Blade Runner, Back to the Future, Star Wars When Alien, Bridgerton, Arcane (League of Legends) — the first title based on a video game, Ghostbusters: Gozer’s Gate, First digital-only show.When dirty dancing. Guardian of the Galaxy, The company’s first major Disney title is now in London.