TodayTix
TodayTix is a mobile-first theater ticketing platform founded in 2013 that sells approximately 10 million tickets annually across New York, London, and the Washington DC metro area through its consumer app and venue partnerships. The company was acquired by MARI in October 2025.
- Company typePrivate
- Founded2013
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What TodayTix does
TodayTix is a mobile-first theater ticketing platform founded in 2013 and headquartered in New York with an additional office in London. The company operates consumer-facing iOS and Android applications that aggregate ticket inventory from major theater venues and offer Rush tickets (last-minute discounted access starting at $30), Lottery entries (chance-based discounted tickets such as $49 for Othello), digital ticket delivery, a tiered Rewards program (Red/Silver/Gold), and a Buyer Guarantee policy starting at $5. The platform sells approximately 10 million tickets per year across its core markets of New York, London, and the Washington DC metro area, with ticket prices ranging from roughly $20 for smaller productions to $144+ for premium Broadway touring seats.
The company's go-to-market is direct-to-consumer through its mobile applications, supplemented by an SEO-optimized website and partnerships with 20+ DC-area venue institutions including the Kennedy Center, Shakespeare Theatre Company, Signature Theatre, Arena Stage, Olney Theatre Center, The National Theatre, Ford's Theatre, and Woolly Mammoth. TodayTix earns revenue via transaction-based commissions or take rates on each ticket sold; the underlying revenue mechanics are not publicly disclosed. The company has expanded through three acquisitions — Encore Tickets (February 2020, UK entry), Show-Score (July 2020, reviews), and Broadway Roulette (April 2021, show discovery) — and has raised approximately $88 million+ in disclosed funding, with Great Hill Partners leading a $73 million round in May 2019.
In October 2025, TodayTix was acquired from Great Hill Partners by MARI, Ariel Emanuel's live-entertainment rollup company, integrating the platform into a vertically integrated portfolio that includes Secret Cinema and IMG's portfolio of live entertainment assets. Headcount is reported at 101-250 employees. A May 2026 announcement established a partnership with Secret Cinema and Disney Theatrical Group to co-produce an immersive Pirates of the Caribbean theatrical experience opening in London in February 2027, marking TodayTix's first move from pure ticketing into co-produced IP-based entertainment.
TodayTix firmographics
Firmographics- Name
- TodayTix
- Legal name
- TodayTix Group, Inc.
- Website
- https://todaytix.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Acquired
- Headcount range
- 101–250 employees
- Short description
- TodayTix is a mobile-first theater ticketing platform founded in 2013 that sells approximately 10 million tickets annually across New York, London, and the Washington DC metro area through its consumer app and venue partnerships. The company was acquired by MARI in October 2025.
- Ownership category
- akta.pro rank
TodayTix industry classification
Industry- Product category
- Live Entertainment Ticketing
- NAICS
- Spectator Sports (71121)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Primary Ticketing Platforms & Box Office Systems (MPAGAJAA)
- akta.pro secondary industries
- Ticketing Platforms & Primary Ticketing (MPAIAFAD), Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG), Live Event Ticketing (Concerts, Festivals, Comedy) (HSACALAA)
Keywords
Where TodayTix is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
TodayTix business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Others
Revenue model
- Ticket Sales/Transaction Fees: TodayTix earns revenue by taking a commission or transaction fee on each ticket sold through its platform. Ticket prices vary widely based on show, venue, and seat location, ranging from $20 to $144+ per ticket.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Standard ticket pricing varies by show and venue |
| Transaction based/ take rate | Pay-as-you-go | Rush Tickets - Mobile app exclusive last-minute discounted tickets |
| Transaction based/ take rate | Pay-as-you-go | Lottery Tickets - App-based lottery for premium seats at reduced prices |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
TodayTix product offering
Product offeringCore offering
TodayTix operates a mobile-first ticketing platform that aggregates live theater inventory from multiple venues and sells tickets directly to consumers. The platform offers standard ticket purchases alongside app-exclusive Rush (last-minute discounted) and Lottery (chance-based discounted) programs, a tiered rewards membership, and a Buyer Guarantee for flexible cancellations. The company sells approximately 10 million tickets annually across its markets.
Product overview
TodayTix operates as a unified theater ticketing platform that combines its core TodayTix app with acquired products. The platform enables users to discover, book, and access discounted tickets for live theater performances including musicals, plays, and immersive experiences. The ecosystem includes Rush tickets (last-minute discounted availability), Lottery entries (chance-based ticket purchasing), and the standalone Broadway Roulette service acquired in 2021. The platform serves major theater markets and sells approximately 10 million tickets annually, having been acquired by global events company Mari in October 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- TodayTix Platform A consumer-facing mobile and web platform that aggregates theater inventory from 20+ venue partners and sells tickets to Broadway, touring, and local theater productions, featuring Rush and Lottery ticket programs, a tiered rewards membership, and a Buyer Guarantee for flexible cancellations.
- Broadway Roulette A standalone Broadway show selection service acquired by TodayTix Group in 2021 that helps users choose Broadway shows by randomly selecting performances.
Quantifiable outcome
- 10 million tickets sold annually
Companies that use TodayTix
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
TodayTix technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
TodayTix partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Secret CinemacoreTodayTix and Secret Cinema are co-producing an immersive theatrical experience based on Disney's Pirates of the Caribbean franchise, set to open in London in February 2027. This partnership combines Secret Cinema's immersive event expertise with TodayTix's ticketing infrastructure.
- Disney Theatrical GroupcoreDisney Theatrical Group is licensing the Pirates of the Caribbean franchise for the immersive theatrical experience produced with Secret Cinema and TodayTix. The experience brings 'Pirates of the Caribbean: The Curse of the Black Pearl' to life with interactive sets, live performances, aerial stunts, and swordfights.
- Broadway RoulettecoreTodayTix Group acquired Broadway Roulette in April 2021 as its third recent acquisition. Broadway Roulette, a service helping users choose Broadway shows, continued as a standalone product with retained staff. This acquisition expanded TodayTix's platform capabilities in show discovery and selection.
- IMG (portfolio companies)minorTodayTix operates within MARI's live entertainment portfolio alongside IMG's portfolio companies as part of Ari Emanuel's consolidation strategy in live entertainment.
- Theater Venues (20+ DC-area)coreTodayTix serves as primary ticketing partner for major DC theaters including Kennedy Center, National Theatre, Shakespeare Theatre Company, Signature Theatre, Arena Stage, Olney Theatre Center, Studio Theatre, Woolly Mammoth, Ford's Theatre, Folger Theatre, and others. These institutional partnerships provide ongoing ticket inventory.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
TodayTix competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
TodayTix social profiles
Digital presenceTodayTix financial estimates
Financial estimateRevenue estimate
Valuation estimate
TodayTix leadership team
Management profileNumber of profiles
Profiles2 records
TodayTix subsidiaries and ownership
Company hierarchySubsidiaries2 records
TodayTix funding detail
Funding detailFunding overview
Funding rounds5 records
Investors10 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TodayTix M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TodayTix
What does TodayTix do?
TodayTix operates a mobile-first ticketing platform that aggregates live theater inventory from multiple venues and sells tickets directly to consumers. The platform offers standard ticket purchases alongside app-exclusive Rush (last-minute discounted) and Lottery (chance-based discounted) programs, a tiered rewards membership, and a Buyer Guarantee for flexible cancellations. The company sells approximately 10 million tickets annually across its markets.
Is TodayTix a public or private company?
TodayTix is a private company. It is classified as corporate owned and is currently acquired.
When was TodayTix founded?
TodayTix was founded in 2013. It employs 101 to 250 people.
Where is TodayTix based?
TodayTix is headquartered in New York, United States, in the North America region.
How does TodayTix make money?
One revenue line is on record: ticket Sales/Transaction Fees.
Does TodayTix have an API?
No public API is recorded for TodayTix.
What industry is TodayTix in?
TodayTix's product category is Live Entertainment Ticketing. Its primary akta.pro industry code is MPAGAJAA, Primary Ticketing Platforms & Box Office Systems, with a secondary code of MPAIAFAD, Ticketing Platforms & Primary Ticketing. Its NAICS code is 71121 and its SIC code is 7990.