Secret Cinema boss on Grease return and record Pirates presales
Secret Cinema boss Merritt Baer says Grease is returning July 22 while Pirates of the Caribbean presales have already become the company's biggest ever, signaling momentum under TodayTix after its reported $100 million 2022 acquisition. The artistic director is steering the immersive brand toward a permanent Greenwich Peninsula venue opening with Disney's swashbuckling spectacle next spring.
Key Takeaways
- Grease returns to Evolution in Battersea from July 22, with Kaiser Chiefs frontman Ricky Wilson playing Teen Angel on select dates.
- Last summer's Grease run was Secret Cinema's highest-selling summer season, despite some longtime fans questioning the IP choice.
- Pirates of the Caribbean presales are the largest in company history ahead of the inaugural show at a new Greenwich Peninsula flagship.
- Baer has dropped mandatory pre-assigned storylines and added seated tickets to make immersive shows more accessible.
- The Pirates production will feature flying, water sequences, and a nearly 50,000-square-foot set Baer says will leave audiences beside themselves.
When TodayTix acquired Secret Cinema in 2022 for a reported $100 million, it marked a new era for a company that started life as a ragtag bunch of film enthusiasts. With former CEO Max Alexander and founder Fabien Riggall long gone, artistic director Merritt Baer is now focused on steering the ship into calmer waters. For more on immersive entertainment and theatrical events, see our Streaming & TV Alerts coverage.
Why Is Secret Cinema Bringing Grease Back This Summer?
Secret Cinema tested its revamped model last year with Grease at Evolution in Battersea. The audience response was absolutely amazing, Baer told Variety, calling it the highest-selling summer run the company has ever staged.
Grease: The Immersive Movie Musical returns on July 22 for a slightly longer run. Kaiser Chiefs frontman Ricky Wilson joins the cast as Teen Angel across selected dates in July and August. Baer acknowledged that some Secret fans of yesteryear were disappointed in the IP choice, but said the goal was introducing traditional theatregoers to immersive entertainment.
What's Changing in Secret Cinema's Immersive Format?
Under Baer's leadership, Secret Cinema dropped the requirement for audiences to participate with pre-assigned storylines. Guests can now dip in and out of the action as they like. Seated tickets were also introduced for those not yet ready to dive in fully.
The Grease format invited audiences to Rydell High while the film played and the musical came to life around them. When a musical number began, the film sound dropped and live performers took over in a giant space spanning nearly 50,000 square feet. Baer says Pirates will work similarly.
How Big Are Pirates of the Caribbean Pre-Sales?
Demand for Disney's Pirates of the Caribbean: The Immersive Adventure has been off the charts, Baer said. So far, it represents the biggest presale in Secret Cinema history. The show will launch next spring as the inaugural spectacle at a new venue Secret Cinema has leased for 10 years on London's Greenwich Peninsula, a short walk from the O2.
Baer is going all out on the production. There is going to be flying and water and sequences, he told Variety. When people step into this room, I think they're going to be beside themselves.
What Comes Next for Secret Cinema?
Baer's interview also touched on international expansion and the company's upcoming 20th anniversary. With Grease back on stage and Pirates building record pre-sales momentum, the secret cinema boss grease strategy appears to be paying off: rebuild audience trust, open a permanent home, and bet big on blockbuster IP that can fill it.