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Hollywood power broker Ari Emanuel is poised to acquire the parent company of Secret Cinema, the London-based immersive film and TV business that has put on shows themed on movies such as Star Wars and Stranger Things.
Emanuel, who co-founded US entertainment group Endeavor and now runs the company behind World Wrestling Entertainment (WWE) and the Ultimate Fighting Championship (UFC), is to buy TodayTix Group, the Guardian understands.
The US-based digital ticketing firm acquired Secret Cinema in a $100m (£90m) deal in 2022 and went on to expand the UK operation to the US and Australia.
The deal is the second for Emanuel’s as-yet-unnamed global events company, which is backed by Apollo Global Management and Redbird Capital Partners, and likely to formally launch in the coming weeks.
RedBird Capital has investments including Premier League team Liverpool FC, AC Milan and is trying to push through a deal to buy the Telegraph newspaper group.
In May, Emanuel’s events company bought the Frieze global art fair and publishing group from Endeavor, where he remains executive chair of its Hollywood talent agency WME Group, in a deal valuing the business at $200m.
The consortium is also in the running to buy Endeavor’s tennis assets, which include the Miami and Madrid Open tournaments, according to reports.
Secret Cinema was founded in 2007 by entrepreneur Fabien Riggall, initially with mystery screenings at undisclosed venues in London, involving sets and interactive performances. Deals with media companies including Disney were followed by a move into television, initially with Netflix.
TodayTix Group was founded in 2013 by Broadway producers Brian Fenty and Merritt Baer, who met at theatre camp as kids.
The company started out in ticketing with a mission to “find a seat for everyone”, with brands including New York Theatre Guide.
It then branched out into creating its own events including a supper club in New York’s Times Square and holding concerts with Broadway stars in Brooklyn.
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Secret Group, the former parent of Secret Cinema, came in for criticism during Covid for receiving almost £1m from the government’s culture recovery fund while more affordable and accessible venues had been turned down.
In 2021, Secret Cinema was forced to defend proposals for an immersive Dirty Dancing event in east London, after residents claimed it would be “hijacking” vital green space during the summer and could present a Covid risk.
Endeavor – which was bought for $25bn earlier this year by the private equity firm Silver Lake – first bought a 70% stake in Frieze in 2016 under Emanuel’s leadership and then took full ownership in 2023.
TodayTix Group has been approached for comment.
A major move is unfolding in the entertainment world: Hollywood power broker Ari Emanuel is poised to acquire TodayTix Group, the parent company of Secret Cinema, a London‑based pioneer in immersive film and TV experiences The Guardian.
The Big Picture: Who’s Involved?
Ari Emanuel – co-founder of talent giant Endeavor, which oversees WWE and UFC. Emanuel is launching a new global events venture backed by heavyweights Apollo Global Management and RedBird Capital Partners The Guardian.
TodayTix Group, established in 2013 by Broadway producers Brian Fenty and Merritt Baer, has grown from a digital ticketing platform to a cultural‑experience powerhouse, acquiring brands like Goldstar, Show‑Score, and Broadway Roulette Business WireTheWrap.
Secret Cinema, created by Fabien Riggall in 2007, transforms storytelling with “360° immersive worlds”—from Star Wars to Stranger Things, it invites audiences to dress up and step into the narrative WikipediaBusiness Wire.
A Timeline of Expansion
In September 2022, TodayTix Group acquired Secret Cinema in a deal valued at over $100 million, aiming to fuel its international expansion and shift from short-term pop-ups to open-ended theatrical experiences and even permanent venues Business WireTheWrap.
Secret Cinema engaged massive audiences—over 1 million tickets sold, blockbuster-themed productions like Guardians of the Galaxy in collaboration with Disney, and hugely popular experiences like Stranger Things in Los Angeles Business Wirethehustle.co.
What’s New Now?
Emanuel’s new events venture, soon to be unveiled officially, has already closed its second acquisition: following the $200 million purchase of the Frieze global art fair, it is now preparing to take over TodayTix Group The Guardian.
The latest deal marks a strategic push by Emanuel to consolidate high‑impact live entertainment platforms under one roof, marrying immersive theatrical experiences with sophisticated ticketing and audience data infrastructure.
Why This Matters
Enriched Global Reach
Secret Cinema—which, under TodayTix, aimed for permanent venues and US expansion—is now backed by an even deeper pool of capital and operational expertise, speeding global ambitions and new immersive offerings The GuardianBusiness Wire.Synergy of Forces
Emanuel’s strengths in talent, live events, and strategic partnerships—combined with TodayTix’s tech, data, and event platforms—create a powerhouse positioned to dominate the immersive entertainment sector.Strategic Positioning
With investments in Frieze and active interest in professional sports tournaments like Miami and Madrid Opens, Emanuel’s moves indicate a deliberate push to organize global live experiences across art, sport, and culture The Guardian.Continuity Meets Innovation
Secret Cinema’s leadership and brand identity are expected to remain intact despite the ownership transition, preserving the creative DNA that drives its sensory-rich experiences The Guardian.
Looking Ahead
As Emanuel’s venture formalizes in the coming weeks, several key developments will be worth watching:
Will new immersive experiences or venues emerge under the new ownership?
Could tie‑ups with studios and IP holders—like prior deals with Disney or Netflix—be scaled?
How might this influence the broader live events industry—will rivals like Meow Wolf, Punchdrunk, or other experiential formats respond?
Summary
Ari Emanuel’s strategic move to acquire TodayTix Group—home to the immersive entertainment innovator Secret Cinema—signals a bold consolidation in the live events domain. Combining cultural storytelling, advanced ticketing tech, and global reach, this acquisition could define the next era of immersive entertainment.