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Secret Cinema transforms film and television into live, participatory entertainment experiences. The company designs detailed, interactive environments, often in secret locations, where attendees dress in character and engage with performers and narratives. This approach allows audiences to physically inhabit fictional worlds, fostering a dynamic, multi-sensory adventure blurring spectator and participant roles.
Fabien Riggall founded Secret Cinema in 2007, driven by a childhood desire to "live inside the film." His insight: create active, not passive, viewing experiences. Starting with mystery screenings in undisclosed London venues, this concept quickly evolved into large-scale productions, reshaping audience interaction with cinematic culture.
The company serves audiences seeking distinctive, high-engagement entertainment beyond conventional cinema. Its offerings attract those desiring a collective, adventurous experience where personal involvement deepens storytelling. Secret Cinema envisions participants as integral to unfolding narratives, fostering profound connection by enabling them to live within fictional worlds.
Secret Cinema has raised $7.0M across 1 funding round.
Secret Cinema has raised $7.0M in total across 1 funding round.
Secret Cinema has raised $7.0M in total across 1 funding round.
Secret Cinema's investors include Benchmark, Founders Fund, Long Journey Ventures, Mayfield, Signia Venture Partners, Talis Capital, Tiger Global Management, TQ Ventures, Aleksander Leonard Larsen, Eugene Wei, Julius Genachowski, Kevin Lin.
Secret Cinema is not a technology company—it is a live entertainment and experiential production company[1][4]. The premise of your query contains an inaccuracy that's important to clarify before proceeding.
Secret Cinema is a global production company that creates large-scale, immersive theatrical experiences based on films, television series, and music[1][4]. Rather than building software or digital products, Secret Cinema designs participatory "360° Secret Worlds" where audiences become characters within richly imagined narratives, blurring the boundaries between performer and audience[1].
The company generates revenue through experiential entertainment productions—staging shows in abandoned and spectacular spaces worldwide, collaborating with major studios including Marvel, Universal, Paramount, Netflix, and Sony[1]. Secret Cinema also recently launched Studio Secret Cinema, a brand experience agency that creates bespoke experiential marketing events, pop-ups, and activations for corporate clients like O2 Priority, EE, and Activision Blizzard[2].
Secret Cinema was founded in 2007 by Fabien Riggall, who pioneered the concept of "Live Cinema"—site-specific, immersive cultural experiences that transformed how audiences engage with film and storytelling[1][3]. The company began with grassroots film screenings in abandoned London buildings and evolved into large-scale productions across the globe[1].
In 2016, Active Partners acquired ownership and stewardship of the company[1]. The company gained significant momentum through high-profile productions: *Casino Royale* attracted over 100,000 attendees in London, while a Netflix collaboration on *Stranger Things* drew over 300,000 people in its first Los Angeles production[1]. In September 2022, TodayTix Group acquired Secret Cinema, integrating it as a division within the broader cultural e-commerce platform[1].
Secret Cinema operates at the intersection of live entertainment, experiential marketing, and cultural regeneration. The company rides the broader trend toward "Instagrammable" and participatory experiences—audiences increasingly seek memorable, shareable moments rather than passive consumption[2]. This aligns with post-pandemic demand for in-person connection and "collective awe," which Secret Cinema's research identifies as a primary driver of live event attendance[2].
The company's expansion into corporate brand experiences reflects a wider shift in marketing toward experiential activation rather than traditional advertising, positioning Secret Cinema as a bridge between entertainment and commerce[2].
Secret Cinema's acquisition by TodayTix Group signals confidence in the scalability of immersive experiences as a cultural and commercial category. The launch of Studio Secret Cinema in 2025 suggests the company is diversifying beyond film-based productions into broader brand storytelling—a logical extension of its core competency in creating "moments of collective awe"[2].
The company's future likely hinges on balancing artistic integrity with commercial scalability, particularly as it serves both entertainment studios and corporate clients with competing priorities. Its research-driven approach to understanding audience psychology positions it well to lead the experiential entertainment sector, though success will depend on maintaining the authenticity and wonder that differentiate its productions from conventional events.
Secret Cinema has raised $7.0M across 1 funding round. Most recently, it raised $7.0M Series B in June 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jun 1, 2021 | $7.0M Series B | Benchmark, Founders Fund, Long Journey Ventures, Mayfield, Signia Venture Partners, Talis Capital, Tiger Global Management, TQ Ventures, Aleksander Leonard Larsen, Eugene Wei, Julius Genachowski, Kevin Lin, Xen Lategan |