TodayTix Group acquires immersive cinema company Secret Cinema

We have advised US-based TodayTix Group, the global e-commerce leader for cultural experiences, on its acquisition of UK immersive cinema company, Secret Cinema, in a deal that will give the company a presence in the burgeoning immersive film and television events space.

Founded in 2013, TodayTix Group designs frictionless e-commerce experiences via innovative product design and industry-leading technology. With an expansive portfolio of brands including TodayTix, Goldstar, Show-Score and now Secret Cinema, an ever-expanding global network of theatres, producers, cultural institutions, frictionless technology, and vast data and insights, TodayTix Group is at the forefront of the digital transformation of culture. 

Secret Cinema creates immersive experiences that turn films and television into real life, large-scale cultural events, pioneering a revolutionary new format of entertainment for film that puts audiences at the heart of the narrative. It works with film studios and distributors, brands, musicians, and artists to turn their stories into exceptional, secret experiences, partnering with the likes of Disney, Marvel, Universal, Paramount, Lionsgate, Netflix, Sony, and Eon Productions.

Commenting on the transaction, corporate partner Mark Barron said: "We are thrilled to have supported TodayTix Group on this truly landmark acquisition. Adding the trailblazing Secret Cinema to its portfolio of brands will enable the business to use its impressive technology to serve audiences in new and compelling ways through unforgettable, immersive experiences. We look forward to seeing what comes next!"

Brian Fenty, co-founder and CEO of TodayTix Group, added: "For us, this was a transformative acquisition in that it allows TodayTix Group to marry our data, millions of customers, and frictionless technology with Secret Cinema’s game-changing approach to IP presentation. We are extremely grateful to Mark, Paul, Deepti and the Taylor Wessing team for their exceptional client service and hard work throughout this complex deal. Their creative advice and standout sector expertise were instrumental in delivering an excellent result."

The team was led by corporate partner Mark Barron and senior counsel Paul Thorpe, with support from partners Adam Rendle (IP & media), Chris Jeffrey (Commercial tech & data), Graham Samuel-Gibbon (Tax), Claire Matthews (Incentives), Anna Taylor (Pensions), Paul Callaghan (Employment) and Emma Tait (Real estate), and associates Deepti Patankar (Corporate Technology) and Richard Price (Corporate Technology).