{"id":3629,"date":"2026-07-06T10:06:35","date_gmt":"2026-07-06T10:06:35","guid":{"rendered":"https:\/\/relocationobserver.com\/?p=3629"},"modified":"2026-07-06T10:06:35","modified_gmt":"2026-07-06T10:06:35","slug":"secret-cinema-boss-on-grease-returning-and-record-breaking-pirates-of-the-caribbean-pre-sales-when-people-step-into-this-room-theyre-going-to-be","status":"publish","type":"post","link":"https:\/\/relocationobserver.com\/?p=3629","title":{"rendered":"Secret Cinema Boss on \u2018Grease\u2019 Returning and Record-Breaking \u2019Pirates of the Caribbean\u2019 Pre-Sales: \u2018When People Step Into This Room, They\u2019re Going To Be Beside Themselves\u2019"},"content":{"rendered":"
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\n\tWhen TodayTix acquired Secret Cinema in 2022 for a reported $100 million, it marked a new era for the company, which started life as a ragtag bunch of film enthusiasts trying to bring movies to life. Originally, the screenings were kept secret (hence the name) and staged in out-of-the-way locations with audiences only finding out what they were seeing upon arrival.<\/p>\n

Read more \u2018Replica\u2019 Leads Next Interactive Studio\u2019s Bucheon Showcase<\/a><\/p>\n

\n\tBut a few public slip-ups (such as a spate of last-minute cancellations, including the opening nights of a highly-anticipated \u201cBack to the Future\u201d screening in 2015) followed by the pandemic shutting down the events industry, saw Secret Cinema so strapped for cash it had resorted to Kickstarter funding. It needed a superhero to save it and along came TodayTix, the event ticketing company founded by Brian M. Fenty and Merritt Baer in 2013.<\/p>\n

\n\tWith Baer now at the helm of Secret Cinema (former CEO Max Alexander and founder Fabien Riggall having long exited), he is focused on steering the ship into less choppy waters. The first step has been to sign a 10-year lease for a venue (currently being built) at the Greenwich Peninsula in London, just a short walk from the O2 stadium, where, fittingly, the inaugural spectacle will be \u201cPirates of the Caribbean\u201d next spring.<\/p>\n

\n\tWhile the seas are still stormy in the live events business (\u201c[for] the theater industry at large, costs have just spiraled post-pandemic,\u201d Baer says) the appetite for experiential has never been greater and Baer is focused on turning regular theatre-goers into immersive experience enthusiasts.<\/p>\n

\n\tLast year Secret Cinema tested the waters for its new model with a staging of \u201cGrease\u201d at Evolution in Battersea. Among the changes made from the previous administration were dropping the requirement for audiences to participate with pre-assigned storylines, instead letting them dip in and out of the action as they like, and also introducing some seated tickets, for those who may not \u2013 yet \u2013 feel brave enough to get involved. Baer says \u201cPirates\u201d will work similarly.<\/p>\n

\n\tAhead of \u201cGrease\u201d returning this summer on July 22 (Kaiser Chiefs frontman Ricky Wilson is set to play Teen Angel), and with preparations for \u201cPirates\u201d in full swing, Baer sat down with Variety<\/em> to talk about Secret Cinema\u2019s current state of play \u2014 including international expansion and the company\u2019s upcoming 20th anniversary \u2014 plus what audiences can expect when the swashbuckling \u201cPirates\u201d launches next year.<\/p>\n

\n\t\tWhy did TodayTix decide to acquire Secret Cinema in 2022?\t<\/h5>\n

\n\tWe\u2019re constantly looking at \u201cHow do you redefine audience experience for theater goers?\u201d and we looked at Secret Cinema really as a creative powerhouse, as a company that was doing really cutting edge things in bringing audiences into the center of a story.<\/p>\n

\n\tReally the acquisition was about \u201cWhat is the marriage between theater audiences and immersive?\u201d and that is where, as I lead the company, I make a lot of decisions from. Like, how do we take theater audiences\u2019 expectations and buying patterns and the way they like to receive entertainment, and now apply that to immersive? Because there\u2019s this whole world of incredible immersive theater that I think they would love.<\/p>\n

\n\t\tOne of the biggest changes you\u2019ve made is taking a 10-year lease on a venue in London for Secret Cinema. What was the decision behind leasing a permanent location?\t<\/h5>\n

\n\tSecret has always been a creative powerhouse, but a lot of it, from its earliest days, as almost any entrepreneur needs to, was by the seat of their pants and figuring out things as they went along, and sometimes that is an incredibly expensive way to have to [run a company]. Every time you\u2019re doing a production, bring in a zillion toilets or to bring in all sorts of equipment that could be feasibly used production to production. So a big part of the growing up was us thinking about how do we create more stability for Secret to produce creatively in a more stable way?<\/p>\n

\n\t\tWhy did you choose London first and do you have plans for another location in the U.S.?\t<\/h5>\n

\n\tI think London is our home base, it\u2019s where our entire team is, it\u2019s where our audience that\u2019s lived and grown up with us and watched us evolve from screenings in a warehouse 15 years ago.<\/p>\n

\n\tI can say we are actively still looking at various international locations, the U.S. among them. It\u2019ll probably take us another couple years before we\u2019re ready to announce a permanent location in another city, but I can say we\u2019re in very active conversations about multiple pieces of IP, either launching in different U.S. cities or setting down in different cities, both U.S. and other international places.<\/p>\n

\n\tDoing it right is more important than doing it fast.<\/p>\n

\n\t\tWhat does the Greenwich Peninsula lease mean for your deal with Evolution in Battersea, where you did \u201cGrease\u201d last year?\t<\/h5>\n

\n\tWe\u2019re bringing \u201cGrease\u201d back this summer for a slightly longer run. The audience response was absolutely amazing. It was the highest selling summer run Secret has ever done. I think Secret fans of yesteryear were a little \u2013 I\u2019ll be really honest and forthcoming \u2013 disappointed in the IP choice, but I think what we were trying to do with \u201cGrease\u201d was, again, it goes back to the thesis [of introducing theatregoers to immersive entertainment].<\/p>\n

Read more George Clooney to Be Honored at Venice Film Festival With Golden Lion for Career Achievement<\/a><\/p>\n

\n\tHelping bring those audiences to immersive \u2014 in most cases, for the very first time \u2014 was a huge goal of ours, and \u201cGrease\u201d felt like a really great piece of IP to do that with.<\/p>\n

\n\t\tOne of the elements of Secret Cinema that was off-putting to some potential attendees was being made to participate in an immersive storyline. Is that something Secret Cinema still does?\t<\/h5>\n

\n\tNo, so the way the way \u201cGrease\u201d worked, and the way \u201cPirates\u201d will work, is that we invited audiences to come to Rydell High\u2026 the film started inside and the musical came to life around you while the film was playing on about 30 different screens all around, and so you could watch simultaneously the film and the musical come to life. Anytime there was a song the sound of the film went off, the sound of the actors\u2019 microphones went on, and so the number was fully live performed in this giant nearly 50,000 square foot space.<\/p>\n

\n\tThe film and the show would intersect again at the next musical number. So that was the format for \u201cGrease,\u201d which we did in close collaboration with both Paramount and the theatrical rights holders.<\/p>\n

\n\t\tHow will it work for \u201cPirates\u201d since there are no musical numbers?\t<\/h5>\n

\n\t[There are] no musical numbers, but it does have a very iconic musical score by Hans Zimmer.<\/p>\n

\n\tWe haven\u2019t announced creative team members yet, but I\u2019ll tell you our creative team has some very major heavy hitters, in terms of musical direction, orchestration, and we are going to be doing very thrilling things to bring that score to life in some magical ways.<\/p>\n

\n\t\t\u201cPirates\u201d has initially been set as a 10-week run but is there a chance it could be extended?\t<\/h5>\n

\n\tI think we\u2019ll see, based on demand, although so far demand has been off the charts, and has been the biggest presale in Secret Cinema history, so there\u2019s always the potential to see what more lies ahead.<\/p>\n

\n\t\tHow involved are Disney in \u201cPirates\u201d?\t<\/h5>\n

\n\tObviously, it\u2019s incredibly beloved IP that\u2019s never had theatrical treatment before, and because of that, I think Disney Theatrical Group are honestly absolutely fantastic collaborators.<\/p>\n

\n\tI think they were pretty early on really wowed by what we think we could do for audiences in a way that it feels distinct and unique from what stage production normally is, and yet very much in the wheelhouse of what Disney does in their parks, in terms of fully immersing audiences in an IP.<\/p>\n

\n\tThere is going to be flying and water and sequences \u2014 we are going all out. When people step into this room, I think they\u2019re going to be beside themselves.<\/p>\n

\n\t\tSecret Cinema\u2019s 20th anniversary is on the horizon. Do you have anything planned?\t<\/h5>\n

\n\t\u201cPirates\u201d is taking up most of my time. We have a handful of productions in active development with many major studios that get us really through the next three, four, five years, so all those productions are in different stages of development, and for various reasons things get paused or sped up at any given time based on studio timelines and whatnot. But we have three or four projects I\u2019m incredibly excited about over the years ahead. Which one intersects with the 20th anniversary of Secret I don\u2019t know exactly yet.<\/p>\n

Read more Korea Box Office: \u2018Toy Story 5\u2019 Maintains Slender Advantage Over Surging Thriller \u2018The Eyes\u2019<\/a><\/p>\n

\nThis interview has been edited and condensed.<\/em><\/p>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Secret Cinema boss Merritt Baer says ‘Pirates of the Caribbean’ has been the biggest pre-sale in the company’s history.<\/p>\n","protected":false},"author":1,"featured_media":3628,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[2986,2046],"class_list":["post-3629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-film","tag-pirates-of-the-caribbean","tag-secret-cinema"],"yoast_head":"\nSecret Cinema Boss on \u2018Grease\u2019 Returning and Record-Breaking \u2019Pirates of the Caribbean\u2019 Pre-Sales: \u2018When People Step Into This Room, They\u2019re Going To Be Beside Themselves\u2019 - Relocation Observer<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/relocationobserver.com\/?p=3629\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Secret Cinema Boss on \u2018Grease\u2019 Returning and Record-Breaking \u2019Pirates of the Caribbean\u2019 Pre-Sales: \u2018When People Step Into This Room, They\u2019re Going To Be Beside Themselves\u2019 - 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