What Troika Entertainment does

Crossroads Live (CXL), operating under the Troika Entertainment umbrella and legally Crossroads Live, Inc., is a global theatre production company. The firm produces and co-produces major Broadway and West End theatrical titles, with a current and recent slate that includes Hamilton, Wicked, The Phantom of the Opera, Beetlejuice, Chicago, TINA – The Tina Turner Musical, Anastasia, Annie, Back to the Future, The Bodyguard, Cats, Chitty Chitty Bang Bang, Cluedo, Dr Seuss' How the Grinch Stole Christmas! The Musical, Elf: The Musical, Grease, Jesus Christ Superstar, Kinky Boots, Magic Mike Live, Mean Girls, My Fair Lady, Pretty Woman, The Silence of the Lambs, Sister Act, and Waitress, among others. It also operates Crossroads Pantomimes, described as the world's largest producer of pantomime, which stages over 20 productions annually across the UK, including the London Palladium pantomime, entertaining more than two million people each festive season under the leadership of Michael Harrison.

The company serves two principal customer segments: general theatre audiences who purchase tickets to live productions, and institutional partners including theatrical investors, production backers, and intellectual property rights-holders with whom it co-produces shows. Revenue is generated through ticket sales, production investments, and co-production partnerships across its core territories of the United Kingdom, North America, and Australia, with an extended presence throughout Asia, the Middle East, China, and Europe. Distribution is executed through direct partnerships with theatre venues (including the London Palladium for pantomime and various West End and regional theatres) and through a network of producing partners worldwide. Group leadership comprises Group CEO David Ian, Australia CEO John Frost, and North America CEO Angela Rowles, with a registered entity in the United States and principal operational offices in London, Sydney, and New York.

No proprietary technology platform is described in the source material, and there are no disclosed AI/ML capabilities, patents, certifications, or public funding rounds. The firm is privately held with 101–250 employees per firmographics. Strategic emphasis is on content rights accumulation, co-production economics, and venue-led distribution, and a partnership with Yieldstreet suggests emerging alternative-financing channels.

Name

Troika Entertainment

Legal name

Crossroads Live, Inc

Website

https://troika.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

101–250 employees

Short description

Crossroads Live is a global theatre producer with offices in London, Sydney, and New York, producing major Broadway and West End titles such as Hamilton and Wicked. Its pantomime unit is the world's largest, staging over 20 UK productions annually.

Ownership category

akta.pro rank

Product category

Live Theatre Production

NAICS

Theater Companies and Dinner Theaters (71111), Theater Companies and Dinner Theaters (711110), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Other Performing Arts Companies (71119), Other Performing Arts Companies (711190)

akta.pro primary industry

Touring Theatre Productions (MPAGABAC)

akta.pro secondary industries

Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM), Classical & Contemporary Theatre (Plays/Drama) (MPAGABAH), Theater, Musicals & Performing Arts (THAJAFAB), Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB)

Keywords

• Live theatre production
• Broadway West End shows
• Pantomime productions
• Theatrical co-productions
• Musical theatre licensing

Headquarters

HQ city

Gaithersburg

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. Theatre Production and Ticket Sales: Crossroads Live generates revenue through producing and co-producing live theatre productions across global territories, including Broadway and West End shows. Revenue is derived from ticket sales, production investments, and co-production partnerships with rights-holders and investors.
2. Pantomime Productions: Crossroads Pantomimes, led by Michael Harrison, is the world's largest producer of pantomime, staging over 20 productions annually across the UK including the legendary London Palladium pantomime, entertaining more than two million people every festive season.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Troika Entertainment operates as a global live theatre production company that produces and co-produces celebrated Broadway and West End titles across the UK, North America, Australia, and additional international markets. Through its Crossroads Pantomimes division, the company is the world's largest producer of pantomime, staging over 20 productions annually and entertaining more than two million people each festive season. Revenue is generated primarily through ticket sales at theatre venues and co-production investment partnerships with rights-holders and investors.

Product overview

Crossroads Live (CXL) operates as a leading global theatre production company presenting world-class entertainment. The company offers two primary product lines: (1) Crossroads Pantomimes, the world's largest pantomime producer staging over 20 productions annually across the UK including the London Palladium pantomime, and (2) an extensive portfolio of Broadway and West End theatre productions including Hamilton, Wicked, The Phantom of the Opera, Beetlejuice, and others. The company also maintains regional operations through offices in London, Sydney, and New York, and serves Australian talent through its dedicated registration portal.

Differentiator

Problem solved

Functional benefit

Brands

• Crossroads Pantomimes: World's largest producer of pantomime, staging over 20 spectacular productions each year across the UK, including the legendary London Palladium pantomime, entertaining more than two million people every festive season. Led by Michael Harrison.

Products and services

• Crossroads Pantomimes The world's largest pantomime production division, staging over 20 spectacular productions each year across the UK, including the legendary London Palladium pantomime, entertaining more than two million people every festive season. Led by Michael Harrison.
• Theatre Productions Portfolio Global portfolio of Broadway and West End theatrical productions and co-productions including Anastasia, Annie, Back to the Future, Beetlejuice, The Bodyguard, Cats, Chicago, Chitty Chitty Bang Bang, Cluedo, Dr Seuss' How the Grinch Stole Christmas! The Musical, Elf: The Musical, Grease, Hamilton, Jesus Christ Superstar, Kinky Boots, Magic Mike Live, Mean Girls, My Fair Lady, The Phantom of The Opera, Pretty Woman, The Silence of the Lambs, Sister Act, TINA – The Tina Turner Musical, Waitress, and Wicked. Presented to audiences across the UK, North America, Australia, and additional international markets.

Quantifiable outcome

• Over 2 million people entertained annually through pantomime productions alone

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• YieldstreetminorGTM or Marketing PartnerYieldstreet is listed under 'Our Partners' on the Crossroads Live website, indicating a marketing or promotional partnership relationship.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Really Useful Group: Andrew Lloyd Webber's production company, owner and producer of Phantom of the Opera, Cats, Evita, and School of Rock. Directly comparable global musical producer with a similar IP-heavy portfolio and co-production model.
• Cameron Mackintosh Ltd: Producer of Les Misérables, Miss Saigon, Hamilton (West End), and Mary Poppins. One of the largest global theatrical producers with comparable Broadway/West End touring operations and a similar IP portfolio approach.
• LW Theatres: Andrew Lloyd Webber's West End venue operator and producer (London Palladium, Theatre Royal Drury Lane, etc.). Directly comparable given shared association with the London Palladium pantomime and similar producing/presenting footprint in the West End.
• Nederlander Producing Company of America: Long-established Broadway producer and venue operator, producing and presenting major musicals on Broadway and on US tours. Comparable in scale and Broadway touring model, though primarily US-focused.
• John Frost (Frosty Productions): Australia CEO of Crossroads Live; previously one of Australia's leading independent theatrical producers (CATS, Grease, Singin' in the Rain). Comparable as a regional-scale producer of major musicals, especially across the Australian market.
• NETWorks Productions: Producer of Broadway national tours including The Phantom of the Opera, Les Misérables, and The Sound of Music. Directly comparable as a touring Broadway producer operating the same co-production model in the same titles space.
• Michael Harrison Entertainment: UK pantomime and musical producer led by Michael Harrison, who leads Crossroads Pantomimes. Comparable as a UK pantomime specialist producing many of the same London and regional venues during the festive season.

Broad incumbents

• Disney Theatrical Productions: Subsidiary of The Walt Disney Company producing The Lion King, Aladdin, and Beauty and the Beast on Broadway and worldwide. Comparable in scale and IP ownership model, but with corporate parent backing and original IP ownership rather than licensed rights.
• Ambassador Theatre Group (ATG): UK-based operator of leading West End and Broadway venues (Lyceum, Apollo Victoria, etc.). Comparable as a vertically integrated theatre operator-presenter, though ATG's primary focus is venue ownership/operation versus Crossroads' producing focus.

Regional players

• Global Creatures: Australian producer of Walking with Dinosaurs arena show and other large-scale theatrical productions. Comparable as an Australia-headquartered producer of major live entertainment, though focused more on arena/touring formats than seated musicals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/troikaontour
• LinkedInlinkedin.com/company/troika-entertainment

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Troika Entertainment