TodayTix Group has acquired Secret Cinema, an immersive entertainment company, to enhance its international growth and creative offerings, leveraging TodayTix's technology and audience insights.

Target Information

Secret Cinema, an entertainment company supported by Active Partners, specializes in immersive film and television experiences. Over the past decade, it has gained immense popularity, selling over one million tickets across more than 50 shows. The company has secured a significant multi-year, multi-title partnership with Disney, launching with a production based on 'Guardians of the Galaxy', and has collaborated with major film studios such as Marvel, Universal, Paramount, Lionsgate, Sony, Netflix, and Eon Productions.

Secret Cinema transforms the viewing experience by taking audiences to secret locations where they can engage in 360° participatory environments. Attendees are encouraged to immerse themselves in the narrative by dressing as characters from their favorite films and TV series, bridging the gap between the audience and the performers.

Industry Overview

The immersive experience industry has seen remarkable growth, particularly in the UK, where cultural events and live entertainment continue to thrive. As cities become more densely populated, there is a rising dema