Secret Cinema Expands and Merlin Kickstarts Management Program
Secret Cinema Set For Global Expansion
The trend of immersive experiences shows no signs of stopping. TodayTix Group, a global e-commerce platform for cultural events, has snapped up Secret Cinema, the Active Partners-backed entertainment company specializing in immersive cinematic experiences, in a US$100-million deal.
“Creating Secret Cinema has allowed over one million to step inside a screen and control the narrative. It has transformed the idea of what cinema can be,” according to Secret Cinema founder Fabien Riggall. Secret Cinema encourages guests to dress in costume and become part of their favorite stories in highly interactive events. The company has staged more than 50 shows and struck a multiyear, multititle deal with Disney–starting with Guardians of the Galaxy: The Live Immersive Experience in London’s Wembley Park.
“TodayTix Group’s acquisition of Secret Cinema is a game-changer for culture-seekers, the theater industry, and the film and television industries alike,” says Brian Fenty, co-founder and CEO of TodayTix Group. “TodayTix Group has a massive audience seeking rich content and Secret Cinema has the most coveted collection of IP [intellectual property] that it turns into amazing, immersive theatrical experiences. By connecting Secret Cinema with TodayTix Group’s frictionless technology and intimate understanding of millions of customers, we will amplify everything they’ve built into the most tailored and high-quality entertainment experience available to audiences globally.”
After “an extraordinary two years for everyone in entertainment,” Max Alexander, CEO of Secret Cinema, is looking forward to bringing “suspense and spectacle to even more Secret Cinema goers around the world” with TodayTix’s backing.
Riggall has started a new venture, Lost, that aims to revive struggling shopping districts and malls by using art and entertainment to create a Lost City.
secretcinema.org | todaytixgroup.com | lost.org
Merlin Teams Rise to a New Challenge
Merlin Entertainments’ new accelerated management program, XCalibre Rising, has welcomed its first cohort. Fourteen successful applicants from Merlin teams worldwide have won the chance to be part of the year-long intensive training program targeting talented frontline staff.
The XCalibre Rising team will complete business challenges and present projects to Merlin’s executive team in a “Dragon’s Den/Shark Tank”-style format. Merlin will provide master classes, mentoring, placements, networking, and access to industry leaders. The candidates, who will vlog their journeys, will travel to different attractions and countries to gain experience and insights. They can choose to specialize in marketing or attraction management.
“This program gives amazing people in our business the chance to accelerate their career,” says Fiona Eastwood, executive champion for inclusion and diversity at Merlin. “This is just one of the ways we’re rewarding loyal people in our business by offering new opportunities and helping them achieve the career of their dreams. We can’t wait to see what they do next!”