Secret Cinema CEO Merritt Baer on Growth, 'Pirates of the Caribbean' Success, and Lessons from Past Setbacks
By
K.J. Yossman
Summary
An in-depth interview with Secret Cinema boss Merritt Baer discussing the company's evolution from a clandestine film screening operation to a major immersive entertainment company following its $100 million acquisition by TodayTix in 2022. Baer reveals that 'Pirates of the Caribbean' has become the biggest pre-sale in the company's history, and reflects on past challenges including last-minute cancellations of 'Back to the Future' screenings and the pandemic's impact on the events industry. The piece explores the business strategy, creative vision, and operational realities behind large-scale immersive cinema experiences.
Source
VarietySecret Cinema CEO Merritt Baer on Growth, 'Pirates of the Caribbean' Success, and Lessons from Past Setbacksvariety.comKey quotes
· 3 pulled'Pirates of the Caribbean' has been the biggest pre-sale in the company's history.
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.
A few public slip-ups (such as a spate of last-minute cancellations, including the opening nights of a highly-anticipated 'Back to the Future' screening in 2015) followed by the pandemic shutting down the events industry.
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