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MARI, the global events and experiences company newly launched by Ari Emanuel, has acquired TodayTix from private equity firm Great Hill Partners. The mobile and digital ticketing company for Broadway and other live cultural experiences and performing arts is Mari’s latest deal after buying the Miami Open and Mutua Madrid Open, Frieze, and Barrett-Jackson. TodayTix, whose brands include TodayTix, Secret Cinema, LondonTheatre, and Show-Score, has more than 20 million members across the U.S., U.K., and Australia and ties with 10,000 theatres, producers and cultural institutions worldwide, Mari said, enabling it “to redefine the event lifecycle – from discovery to purchase to postevent engagement – while giving partners and creators new tools to unlock insight and demand.” Financial details weren’t disclosed. Brian Fenty, TodayTix co-founder and CEO, will continue to lead the company with an expanded remit across the portfolio and will also join MARI’s executive leadership team. Co-founder Merritt Baer will continue as Artistic Director and Producer at Secret Cinema. MARI, unveiled earlier this month, is led by Emanuel as founder and principal investor, together with Mark Shapiro, principal investor and board member. It’s executive leadership team includes Matt Cohn as managing partner and Ben Enowitz as CFO Chief Financial Officer. The group’s focus in on live events and driving growth across sport, art, lifestyle, and entertainment. “This is the next step in building MARI as a global leader in live experiences,” said Emanuel. “With TodayTix, we’re adding a technology engine and a direct line to audiences that makes our portfolio even more powerful. Alongside sport, art, and lifestyle, theatre and immersive performance now sit at the core of what we do – expanding our reach and deepening how we connect people with defining live experiences. “TodayTix was born to democratize access to culture,” added Fenty. “Over the past decade, we’ve built a platform that audiences lean on, theatres trust, and producers depend upon. We’ve always believed the future of live entertainment would be shaped by elevated, singular experiences amplified with technology that removes friction and elevates the hospitality experience throughout. MARI shares that belief and the ambition to scale at pace.”
