--- title: Secret Cinema’s wild, immersive screenings - The Hustle description: Secret Cinema, known for its immersive film and TV screenings, was acquired for $100m+. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/397277193-HS-News-Brief_2022-09-27T000606.625Z.webp --- # Secret Cinema’s wild, immersive screenings ![Juliet Bennett Rylah](https://53.fs1.hubspotusercontent-na1.net/hubfs/53/assets/hubspot.com/web-team/WBZ/HubSpot%20Media/Blog%202021/Images/Nav/Optimized/TheHustle_Icon_Dark.svg) [Juliet Bennett Rylah](https://hs-sbup.thehustle.co/author/juliet-bennett-rylah) [Juliet Bennett Rylah Twitter profile ](https://twitter.com/JBRylah) Published: September 27, 2022 Updated: October 11, 2023 Imagine if, before seeing a movie, you could interact with its characters and explore its setting. ![Secret Cinema’s wild, immersive screenings](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/397277193-HS-News-Brief_2022-09-27T000606.625Z.webp?width=595&height=400&name=397277193-HS-News-Brief_2022-09-27T000606.625Z.webp) That’s Secret Cinema, a UK-based entertainment company recently acquired by digital ticketing platform TodayTix Group in a $100m+ deal, [per](https://www.hollywoodreporter.com/business/business-news/secret-cinema-todaytix-deal-100-million-1235225362/) The *Hollywood Reporter*. #### **Secret Cinema…** … was founded by Fabien Riggall [in 2007](https://www.businesswire.com/news/home/20220922005211/en/TodayTix-Group-Acquires-Secret-Cinema-the-Wildly-Popular-Immersive-Film-Television-Experience-Company). Since then, it’s sold 1m+ tickets, and partnered with the likes of Disney, Universal, and Netflix. Its special sauce is that it replicates fictional worlds, allowing fans to step inside their faves: - “Arcane” fans solved puzzles for competing factions in the Netflix series’ seedy Undercity. - The secret agents of *Casino Royale* sneakily [delivered](https://noproscenium.com/with-casino-royale-secret-cinema-deftly-deploys-its-license-to-kill-review-7b100b12db97) messages and played high-stakes poker. - “Stranger Things” lovers [visited](https://www.nme.com/reviews/secret-cinema-stranger-things-review-2583443) the Starcourt Mall, replete with an arcade and Scoops Ahoy shop. #### **What’s next?** The acquisition will bring: - A 2023 US tour “tied to an iconic beloved American film,” [per](https://variety.com/2022/film/news/todaytix-group-secret-cinema-100-million-sale-1235379168/) TodayTix CEO and co-founder Brian Fenty. - Permanent locations in LA and London. - Open-ended theatrical runs over short-term productions. In an increasingly online world, Secret Cinema is an experience you can’t stream at home. **Fun fact: **Secret Cinema’s 2018 *Blade Runner* event in London [bumped](https://www.standard.co.uk/tech/behind-the-scenes-secret-cinema-romeo-and-juliet-a3903161.html) the 1982 film back into the UK box office’s top 10 for 11 weeks. 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