Secret Cinema unveils major acquisition funding

The Future. Immersive moviegoing company Secret Cinema was acquired by TodayTix Group for a nine-figure sum, giving the brand the funds it needs to expand overseas and build permanent theater locations. With large-scale IRL experiences becoming a financial lifeline to Hollywood — and scientifically proving to be psychologically “transformative” — Secret Cinema could bridge the gap between cutting-edge immersive theater and traditional moviegoing.

Coming to a city near you

Per THR, Secret Cinema will be sharing a lot more of itself in the coming years.

• UK-based Secret Cinema, which puts on film screenings that are accompanied by an immersive-experience set in the world of the movie (these events look awesome), was acquired by cultural experience company TodayTix Group.
• The deal is pegged at over $100 million and will allow Secret Cinema to expand internationally — including a US tour starting next May.
• Additionally, the company will set up a “permanent base” in both London and LA that will likely feature “open-ended theatrical runs” of films (read: as long as an experience keeps making money).

Secret Cinema has actually been around since 2007 and has been behind (in the words of Benedict Cumberbatch) “20D experiences” of films such as Blade Runner, Alien, and Back to the Future, as well as shows such as Stranger Things and Arcane.

Since its launch, it has sold over 1 million tickets, has a multi-year deal going with Disney, and has worked on events with nearly every major studio in Hollywood.