Table of Contents
- The Ari Emanuel–TodayTix Deal
- How TodayTix Rose to Dominance
- Impact on Broadway and West End
- What’s Next for Theater Tech?
- Sources
The Ari Emanuel–TodayTix Deal
TodayTix, the digital disruptor of theater ticketing, has been acquired by entertainment titan Ari Emanuel’s new venture, Mari. The deal, finalized on Friday, October 18, 2025, marks a major expansion of Emanuel’s cultural empire—already home to Frieze, the globally renowned art fair.
While financial terms remain undisclosed, the acquisition cements TodayTix as a cornerstone in Emanuel’s strategy to blend high culture with cutting-edge technology. “We’ve really tried to stretch the bounds of what’s possible with bringing technology to theater,” said Brian Fenty, CEO of TodayTix Group.
Who Is Ari Emanuel?
Best known as the real-life inspiration for Ari Gold in HBO’s Entourage, Emanuel co-founded Endeavor and later merged it with William Morris Agency to create WME. Now at the helm of Mari, he’s shifting focus toward experiential entertainment—live theater, art fairs, and immersive cultural events.
How TodayTix Rose to Dominance
Founded in 2013 as a mobile app offering discounted theater tickets, TodayTix began as a scrappy startup challenging Broadway’s traditional gatekeepers. In its early days, theater box offices refused to work with the company, forcing TodayTix to deploy teams of red-shirted “ticket runners” who handed out mobile tickets on sidewalks outside shows.
Fast forward to 2025: TodayTix now partners with over 10,000 theaters, producers, and cultural institutions across the U.S., U.K., and Australia. It sells approximately 10 million tickets annually and commands:
- Over 15% of all Broadway ticket sales
- More than 20% of West End ticket sales in London
The company has evolved from a discount hub into a full-service platform offering full-price tickets, loyalty programs, and AI-driven audience insights.
Impact on Broadway and West End
TodayTix’s integration into Mari could reshape how live theater reaches audiences. With AI-powered recommendation engines and dynamic pricing tools, the platform helps producers identify and target potential ticket buyers—something traditional box offices have struggled to do.
According to a Broadway League survey, 1 in 5 theatergoers consults TodayTix when planning a night out. That influence gives Mari unprecedented access to consumer behavior in two of the world’s most prestigious theater markets.
What’s Next for Theater Tech?
Emanuel’s move signals a broader trend: legacy entertainment sectors are increasingly embracing digital transformation. TodayTix isn’t just selling seats—it’s building a data-rich ecosystem that connects creators with audiences in real time.
Industry insiders speculate that Mari may soon expand TodayTix’s model to opera, dance, and even museum admissions. “It’s a loyalty business and a sophisticated, A.I.-driven audience insights business,” Fenty emphasized.
[INTERNAL_LINK:broadway-news] | [INTERNAL_LINK:theater-tech-trends]
