Secret Cinema
Secret Cinema is a London-based immersive live entertainment producer founded in 2007 that transforms major film, TV, and gaming franchises into large-scale interactive theatrical experiences for paying consumer audiences, under MARI ownership since 2025.
- Company typePrivate
- Founded2007
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Secret Cinema does
Secret Cinema is a London-based private live entertainment production company founded in 2007 that creates large-scale immersive theatrical experiences based on major film, television, and gaming intellectual property. Productions transform popular franchises into interactive environments where audiences participate as characters within purpose-built sets featuring live performances, aerial stunts, swordfights, and cinematic production design. The company has produced immersive adaptations tied to Disney's Pirates of the Caribbean, Netflix's Stranger Things and Arcane, EON Productions' Casino Royale, Bridgerton, Guardians of the Galaxy, and Grease, among others.
The company's revenue is generated through three primary streams: ticketed live entertainment events (one-time per-person ticket purchases), branded experiential marketing through its 'Studio Secret Cinema' division (working with partners including Benefit, O2 Priority, and Visa), and licensing/franchise collaborations with major entertainment IP holders. Pricing is event-specific and not publicly disclosed. Distribution occurs via the company's owned venues and direct ticketing website (secretcinema.com), supplemented by partnerships with Visa and O2 Priority and integration with TodayTix, the ticketing platform used by over 10,000 cultural institutions.
In 2025, Secret Cinema was acquired by MARI, the live entertainment holding company launched by Ari Emanuel (CEO of Endeavor Group Holdings), as part of a strategy to vertically integrate venues, ticketing, and event production. The company operates venues in London (including a new flagship Greenwich Peninsula location opening February 2027 for the Pirates of the Caribbean production) and has expanded into Berlin through a partnership with Supercell. Leadership includes CEO Max Alexander and Founder/Artistic Director Fabien Riggall, with a headcount estimated at 11-50 employees.
Secret Cinema firmographics
Firmographics- Name
- Secret Cinema
- Legal name
- Secret Group Ltd.
- Website
- https://secretcinema.org
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Secret Cinema is a London-based immersive live entertainment producer founded in 2007 that transforms major film, TV, and gaming franchises into large-scale interactive theatrical experiences for paying consumer audiences, under MARI ownership since 2025.
- Ownership category
- akta.pro rank
Secret Cinema industry classification
Industry- Product category
- Immersive Live Entertainment
- NAICS
- Motion Picture Theaters (except Drive-Ins) (512131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Motion Picture Theaters (7830)
- akta.pro primary industry
- Alternative Content Exhibition (Live Broadcasts, Concert Films, Sports, Opera) (MPADAKAG)
- akta.pro secondary industries
- VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites) (MPAIAFAK), VIP Hospitality & Client Entertainment (Boxes, Suites, Hosted Experiences) (MPAGAHAG)
Keywords
Where Secret Cinema is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Secret Cinema business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Ticketed Live Entertainment Events: Primary revenue stream from selling tickets to immersive theatrical experiences based on major film franchises. Customers purchase tickets to attend time-limited productions at Secret Cinema venues in London, Berlin, and new flagship locations.
- Brand Partnerships and Experiential Marketing: Studio Secret Cinema creates branded experiences for corporate clients seeking experiential marketing activations. Partners include Benefit cosmetics, O2 Priority, and Visa, with branded content integrated into productions.
- Licensing and Franchise Collaborations: Revenue from licensing deals with major entertainment properties including Disney (Pirates of the Caribbean), Netflix (Stranger Things, Arcane), Universal Pictures, and Marvel. The company pays licensing fees to use franchise IP in exchange for ticket revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Event tickets for immersive theatrical experiences |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Secret Cinema product offering
Product offeringCore offering
Secret Cinema produces and operates ticketed immersive theatrical experiences that transform popular film, television, and gaming franchises into participatory live events featuring purpose-built sets, live performances, aerial stunts, and audience interaction. The company sells tickets directly to consumers at its own venues in London and Berlin, and additionally provides bespoke branded experiential activations through its Studio Secret Cinema division for corporate partners such as Visa, O2 Priority, and Benefit Cosmetics.
Product overview
Secret Cinema operates as a global production and creative studio specializing in immersive theatrical experiences. The company offers ticketed immersive events where audiences participate in live theatrical narratives based on major film and entertainment franchises. The portfolio includes current productions like Pirates of the Caribbean, Starr Park Berlin, Dutton Ranch, and Grease, alongside past productions spanning Guardians of the Galaxy, Bridgerton, Stranger Things, and Casino Royale. The company also provides custom brand experiences through Studio Secret Cinema for corporate partners. Secret Cinema has partnered with major entertainment brands including Disney, Netflix, Lucasfilm, Marvel, and Universal Pictures.
Differentiator
Problem solved
Functional benefit
Brands
- Studio Secret Cinema: Brand experiences division offering immersive experiences for corporate and brand partners.
Products and services
- Secret Cinema Immersive Experiences Ticketed immersive theatrical experiences that bring films and stories to life through interactive sets, live performances, audience participation, and theatrical production for adult entertainment consumers in London and Berlin.
- Pirates of the Caribbean: The Curse of the Black Pearl Immersive theatrical experience licensed through Disney Theatrical Group, bringing the Pirates of the Caribbean franchise to life with interactive sets, live performances, aerial stunts, and swordfights for entertainment consumers in London.
- Starr Park Berlin Immersive live experience production partnership with Supercell's Starr Park franchise, bringing mobile gaming IP into immersive live format for entertainment consumers in Berlin.
- Dutton Ranch: Immersive Screening Immersive screening experience set at Dutton Ranch, combining movie screening with interactive theatrical elements for entertainment consumers in London.
- Grease: The Immersive Movie Musical Immersive theatrical experience based on the Grease musical franchise, transforming audiences into participants in the 1950s high school story for entertainment consumers in London.
- Studio Secret Cinema (Brand Experiences) Bespoke immersive brand experiences and theatrical activations for corporate partners seeking experiential marketing, including partners such as Benefit Cosmetics, O2 Priority, and Visa.
Quantifiable outcome
- Pirates of the Caribbean immersive experience set for 10-week initial run at new Greenwich Peninsula flagship venue
- +1 more outcomes
Companies that use Secret Cinema
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Secret Cinema technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Secret Cinema partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core, flagship and general.
- DisneycoreDisney is listed as a collaborator on Secret Cinema's website alongside other major entertainment studios. Productions include Pirates of the Caribbean (licensed through Disney Theatrical Group) and potentially other Disney franchise experiences.
- NetflixcoreNetflix is listed as a collaborator with past productions including Stranger Things immersive experiences. The partnership enables Netflix to extend its streaming content into immersive live entertainment formats.
- MarvelcoreMarvel is listed as a collaborator on Secret Cinema's website, enabling immersive theatrical experiences based on Marvel franchise properties.
- LucasfilmcoreLucasfilm (a Disney subsidiary) is listed as a collaborator. President Kathleen Kennedy has publicly praised Secret Cinema's work on the Pirates of the Caribbean production.
- Universal PicturescoreUniversal Pictures is listed as a collaborator on Secret Cinema's website, enabling adaptations of Universal film franchises for immersive theatrical experiences.
- ParamountcoreParamount is listed as a collaborator on Secret Cinema's website, enabling adaptations of Paramount film franchises for immersive theatrical experiences.
- EON ProductionscoreEON Productions (James Bond franchise) is listed as a collaborator on Secret Cinema's website. Past production includes Casino Royale immersive experience.
- SupercellflagshipSupercell partnered with Secret Cinema for Starr Park Berlin, opening May 2026. This represents a rare video game IP collaboration, extending Secret Cinema's content beyond traditional film franchises into gaming.
- VisageneralVisa is listed as a brand partner on Secret Cinema's website. Partnership likely involves payment processing integration and potentially co-marketing initiatives.
- O2 PrioritygeneralO2 Priority partnership provides Secret Cinema with access to O2's customer base through exclusive ticket offers and co-marketing. O2 is a major UK telecommunications brand.
- Benefit CosmeticsgeneralBenefit Cosmetics is listed as a brand partner in the 'Brand Experiences' section of Secret Cinema's website, suggesting branded experiential marketing activations.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Secret Cinema competitors and assessment
Company assessmentDirect peers
- Punchdrunk: UK-based pioneer of immersive theater, best known for 'Sleep No More'. Directly comparable to Secret Cinema as both specialize in large-scale, site-specific immersive theatrical productions that transform narrative IPs into participatory live experiences.
- Meow Wolf: US-based immersive art and entertainment company creating large-scale, narrative-driven interactive environments. Comparable to Secret Cinema in format (immersive, story-driven, walk-through installations) though more art-driven than film-franchise-driven.
Emerging players
- Fever: Global experiences marketplace that curates and distributes immersive experiences, including its own IPs (e.g., 'Van Gogh: The Immersive Experience'). Comparable as a discoverability and distribution layer for immersive entertainment, though Fever is more marketplace-oriented and Secret Cinema is a producer.
- teamLab: Japan-based interdisciplinary art collective producing large-scale immersive digital art installations. Comparable as a creator of ticketed, immersive, experiential entertainment that consumers attend as destination events, though the content is digital art rather than film-franchise adaptations.
Broad incumbents
- Disney Parks & Experiences: Disney's global theme park and immersive experiences division. Comparable as the dominant incumbent in IP-driven immersive entertainment; Secret Cinema licenses Disney IP (Pirates of the Caribbean) and operates in the same experiential category, though at a much smaller scale.
- Cirque du Soleil: Global leader in large-scale, live theatrical entertainment. Comparable in production scale, ticket-driven revenue model, and reliance on premium live experiences. Different in format (acrobatic/theatrical vs. film-franchise immersive), but both occupy the premium live entertainment category.
- Merlin Entertainments: Global operator of branded visitor attractions (LEGOLAND, Madame Tussauds, etc.). Comparable as a venue-based experiential entertainment operator, though Merlin is more family/theme-park oriented versus Secret Cinema's adult, film-franchise-oriented immersive format.
Others
- TodayTix: Mobile ticketing platform for live entertainment, now a sister company under MARI. Comparable as a ticketing infrastructure provider for live experiences; vertically integrated with Secret Cinema post-MARI acquisition, making it an ecosystem participant rather than a competitor.
- IMG (Endeavor): Global talent and events agency, part of Endeavor (parent of MARI). Sister company to Secret Cinema post-acquisition; comparable as a live entertainment operator under the same corporate parent and a potential distributor/partner for Secret Cinema productions.
Regional players
- The Luna Cinema: UK-based outdoor cinema and immersive screening operator. Comparable in that it sells ticketed film-viewing experiences, though limited to outdoor/seasonal screenings rather than the large-scale, build-set immersive theatrical format Secret Cinema operates.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Secret Cinema social profiles
Digital presenceSecret Cinema financial estimates
Financial estimateRevenue estimate
Valuation estimate
Secret Cinema leadership team
Management profileNumber of profiles
Profiles4 records
Secret Cinema funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Secret Cinema M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Secret Cinema
What does Secret Cinema do?
Secret Cinema produces and operates ticketed immersive theatrical experiences that transform popular film, television, and gaming franchises into participatory live events featuring purpose-built sets, live performances, aerial stunts, and audience interaction. The company sells tickets directly to consumers at its own venues in London and Berlin, and additionally provides bespoke branded experiential activations through its Studio Secret Cinema division for corporate partners such as Visa, O2 Priority, and Benefit Cosmetics.
Is Secret Cinema a public or private company?
Secret Cinema is a private company. It is classified as corporate owned and is currently operating.
When was Secret Cinema founded?
Secret Cinema was founded in 2007. It employs 11 to 50 people.
Where is Secret Cinema based?
Secret Cinema is headquartered in London, United Kingdom, in the Europe region.
How does Secret Cinema make money?
Three revenue lines are on record. Ticketed Live Entertainment Events are the primary driver. The others are brand Partnerships and Experiential Marketing and licensing and Franchise Collaborations.
Who are Secret Cinema's main competitors?
Direct peers on record are Punchdrunk and Meow Wolf. Emerging players are Fever and teamLab. Broad incumbents are Disney Parks & Experiences, Cirque du Soleil and Merlin Entertainments. Others are TodayTix and IMG (Endeavor). The Luna Cinema is listed as a regional player.
Does Secret Cinema have an API?
No public API is recorded for Secret Cinema.
What industry is Secret Cinema in?
Secret Cinema's product category is Immersive Live Entertainment. Its primary akta.pro industry code is MPADAKAG, Alternative Content Exhibition (Live Broadcasts, Concert Films, Sports, Opera), with a secondary code of MPAIAFAK, VIP, Hospitality & Premium Experiences (Packages, Clubs, Suites). Its NAICS code is 512131 and its SIC code is 7830.