Major Acquisition in Experiential Entertainment
Hollywood power broker Ari Emanuel has acquired TodayTix, the parent company behind London-based immersive entertainment business Secret Cinema, according to reports. The deal represents the latest strategic move by Emanuel’s newly formed global events company Mari as experiential entertainment continues to attract significant investment despite uncertain commercial prospects.
Building a Global Events Empire
Sources indicate that Mari purchased TodayTix for an undisclosed sum from private equity firm Great Hill Partners, which had held a controlling stake in the business since 2019. This acquisition follows Mari’s recent $200 million purchase of the Frieze global art fair and publishing group in May, signaling Emanuel’s aggressive expansion into live events and experiences.
Mari is reportedly backed by Apollo Global Management and RedBird Capital Partners, the latter having investments in Liverpool FC and AC Milan football clubs. The financial backing and strategic direction suggest Mari is positioning itself as a dominant player in the global events landscape, with analysts suggesting the company aims to create synergies across its growing portfolio of entertainment properties.
TodayTix’s Evolution and Secret Cinema Integration
TodayTix began as a theater ticket seller for Broadway and West End shows before expanding into New York-based events. The company made a significant move into experiential entertainment with its $100 million acquisition of Secret Cinema in 2022. Secret Cinema has gained recognition for its mystery screenings at undisclosed locations featuring elaborate sets and interactive performances, with partnerships including Disney and Netflix for immersive experiences based on properties like Guardians of the Galaxy and Stranger Things.
Brian Fenty, who founded TodayTix with Broadway producer Merritt Baer in 2013, will remain as CEO and join Mari’s executive team. The report states that Fenty described the takeover as following an “incredibly competitive” bidding process and expressed optimism about the opportunities created by combining Secret Cinema with Emanuel’s other ventures.
Strategic Advantages and Market Position
According to the analysis, Mari stands to benefit significantly from access to TodayTix’s 20 million members. Sources indicate the acquisition will enable expanded ticketing options to sports and art venues, creating cross-promotional opportunities across Mari’s diverse portfolio, which includes World Wrestling Entertainment, Ultimate Fighting Championship, and recently acquired tennis assets like the Miami Open and Madrid Open tournaments.
Fenty explained the strategic advantage, noting that traditional single venues can only market to previous attendees, while TodayTix can analyze consumer behavior “across a wide array of events and types of shows.” This data-driven approach to audience development represents what analysts suggest could be a significant competitive advantage in the evolving market trends of experiential entertainment.
Industry Context and Future Outlook
The acquisition occurs amid what industry observers describe as a “gold rush” in experiential entertainment, though commercial success remains uncertain. TodayTix employs approximately 200 staff, with half based in London, where Fenty relocated his family during the pandemic. He expressed confidence in London as a “pole market” for building brands and events, despite potential concerns about industry developments such as upcoming tax changes that could impact consumer spending on live events.
This move reflects broader related innovations in the entertainment sector, where traditional boundaries between media, sports, and live experiences are increasingly blurring. The acquisition follows other significant recent technology and business moves in the sector, including various market trends toward integrated entertainment experiences. As the industry continues to evolve, such strategic acquisitions may signal new directions for how audiences engage with entertainment properties across multiple platforms and formats.
While the experiential entertainment sector shows promising growth, the report states that success depends on navigating complex consumer preferences and economic conditions. The combination of TodayTix’s ticketing platform with Secret Cinema’s immersive experiences and Mari’s broader portfolio represents what sources indicate could be a powerful new model for live entertainment in the digital age.
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