# TodayTix Group

> TodayTix Group connects audiences with theatre and cultural experiences through consumer ticketing brands, reviews, distribution technology and marketing services. Its portfolio includes TodayTix, Secret Cinema, Show-Score and London Theatre. Founded by Brian Fenty and Merritt Baer in 2013, the New York company became part of MARI in October 2025.

- **Founded:** 2013
- **Headquarters:** New York, United States
- **Founders:** Brian Fenty (Co-founder and CEO), Merritt Baer (Co-founder; Artistic Director and Producer, Secret Cinema)
- **Products:** TodayTix, Show-Score, London Theatre, Secret Cinema, Powered by TodayTix
- **Notable:** Company reports over 70 million cumulative tickets sold and more than 20 million reachable culture buyers., Powered by TodayTix reports $4 billion all-time gross merchandise value; this is transaction value, not company revenue., Taplytics reported a 9.1% purchase lift and 59.7% registration lift for the winning iOS onboarding variation.

## Products & services

- **TodayTix** — App and website for discovering and booking theatre and live entertainment, including app-only Rush and Lottery access programs.
- **Show-Score** — Theatre fan reviews and critic coverage; acquired in July 2020.
- **London Theatre** — London theatre news, discovery and ticket booking within the group portfolio.
- **Secret Cinema** — Immersive productions inspired by film and television; acquired in September 2022.
- **Powered by TodayTix** — Branded booking paths, primary ticketing, analytics, upsells and optional Arthouse marketing services for producers and venues.
- **TTG Encore APIs, widgets and white label** — Distribution tools connecting partner sites to live inventory, pricing and booking confirmation.
- **Goldstar** — Live-event discovery and ticketing business acquired in January 2022; historically expanded the group beyond theatre.
- **Broadway Roulette** — Surprise-show ticket service acquired in 2021; its current FAQ says the service is taking a break.

## Achievements

- Company reports over 70 million cumulative tickets sold and more than 20 million reachable culture buyers.
- Powered by TodayTix reports $4 billion all-time gross merchandise value; this is transaction value, not company revenue.
- Taplytics reported a 9.1% purchase lift and 59.7% registration lift for the winning iOS onboarding variation.
- Acquired by MARI from Great Hill Partners in October 2025; deal price was undisclosed.

## Latest updates

- **2026-10** — Secret Cinema and TodayTix announced initial Pirates of the Caribbean casting and a six-week extension for the forthcoming Greenwich Peninsula production.
- **2026-01** — TodayTix and Avios launched a loyalty partnership for British Airways Club members.
- **2025-10** — MARI acquired TodayTix Group; Brian Fenty stayed CEO and joined MARI leadership.

## Links

- Website: https://www.todaytixgroup.com/
- LinkedIn: https://www.linkedin.com/company/todaytixgroup
- Twitter/X: https://twitter.com/todaytix
- Instagram: https://www.instagram.com/TodayTix/
- Facebook: https://www.facebook.com/TodayTix/

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Profile page: https://yespress.io/todaytix-group
Published by YesPress — https://yespress.io
Last updated: 2026-10-25