Mari, the global entertainment company founded by Hollywood executive Ari Emanuel, has acquired TodayTix, the London-based parent company of immersive events group Secret Cinema, in a deal backed by Apollo Global Management and RedBird Capital Partners, according to a report by the Guardian.

The acquisition, completed for an undisclosed sum, follows Mari’s $200m purchase of the Frieze global art fair in May and underscores its ambition to build a diversified portfolio of premium live entertainment assets.

TodayTix, founded in 2013 by Broadway producers Brian Fenty and Merritt Baer, began as a digital ticketing platform for theatre productions before expanding into broader live experiences, including concerts and supper clubs. The company bought Secret Cinema in 2022 for $100m, marking its move into large-scale immersive events.

Secret Cinema is best known for transforming undisclosed venues into elaborate interactive environments inspired by blockbuster films and television series. It has previously partnered with Disney and Netflix to stage experiences based on Guardians of the Galaxy and Stranger Things.

Fenty, who will remain CEO of TodayTix and join Mari’s executive team, said the acquisition followed an “incredibly competitive” bidding process. He added that Mari’s scale, including access to a 20-million-member global customer base, would accelerate growth into new event formats, sports, and art venues.

Mari is backed by Apollo Global Management and RedBird Capital Partners, the latter known for its investments in Liverpool FC, AC Milan, and the New York Yankees’ YES Network. Emanuel also remains executive chair of Endeavor, the company behind the UFC and World Wrestling Entertainment, and has acquired assets including the Miami Open and Madrid Open tournaments.

The transaction reflects a growing wave of private equity investment in experiential entertainment, a fast-expanding but volatile sector where success depends on balancing creative risk and operational scale.

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