Key Facts
Secret Cinema, the immersive theatre company acquired by TodayTix in 2022 for $100 million, has announced record-breaking pre-sales for its upcoming 'Pirates of the Caribbean' experience. The company is also bringing back 'Grease' for a longer run starting July 22, featuring Kaiser Chiefs frontman Ricky Wilson as Teen Angel. With a new permanent venue under construction in London's Greenwich Peninsula, Secret Cinema is evolving its model to attract mainstream theatre audiences.
Details
Record-Breaking Pre-Sales for 'Pirates of the Caribbean'
Merritt Baer, CEO of Secret Cinema, revealed that pre-sales for the 'Pirates of the Caribbean' immersive show have been the highest in the company's history. The production, set to debut next spring at the new Greenwich Peninsula venue, will feature flying, water sequences, and a live orchestration of Hans Zimmer's iconic score. Baer stated, 'When people step into this room, they’re going to be beside themselves.'
'Grease' Returns with New Format
Following a successful run last year, 'Grease' will return on July 22 for an extended season at Evolution in Battersea. The production has been redesigned to lower the barrier for entry: audiences are no longer required to participate in pre-assigned storylines. Instead, they can watch the film on 30 screens while live musical numbers unfold around them. Seated tickets are also available for those who prefer to observe.
Permanent Venue in London
Secret Cinema has signed a 10-year lease for a custom-built venue on the Greenwich Peninsula, a short walk from the O2 stadium. This move addresses past operational challenges, such as last-minute cancellations and high costs from renting temporary spaces. Baer explained, 'Every time you’re doing a production, bring in a zillion toilets... So a big part of the growing up was us thinking about how do we create more stability.'
Impact
The shift to a permanent venue and a more accessible format aims to bridge the gap between traditional theatregoers and immersive experiences. Baer noted that 'Grease' was deliberately chosen to introduce mainstream audiences to immersive theatre, and its success—becoming the highest-selling summer run in Secret Cinema history—validates the strategy. The company is also in active discussions for international expansion, including potential U.S. locations, though Baer emphasized, 'Doing it right is more important than doing it fast.'
What Readers Should Know
- Upcoming Shows: 'Grease' runs from July 22 at Evolution, Battersea; 'Pirates of the Caribbean' opens next spring at Greenwich Peninsula.
- Ticket Model: No mandatory participation; choose between immersive or seated options.
- 20th Anniversary: Secret Cinema celebrates 20 years in 2026, with multiple productions in development for the next 3-5 years.
FAQ
What is Secret Cinema's new format for 'Grease' and 'Pirates'?
Secret Cinema has dropped mandatory audience participation. Attendees can now watch the film on multiple screens while live performances happen around them, with optional seated tickets.
Where is Secret Cinema's new permanent venue?
Secret Cinema has signed a 10-year lease on a venue at Greenwich Peninsula in London, near the O2 stadium, set to open next spring with 'Pirates of the Caribbean'.
Will Secret Cinema expand to the U.S.?
Yes, Secret Cinema is actively exploring international locations, including the U.S., but expects it will take a couple of years before announcing a permanent site.