Merritt Baer
Lead Producer
Secret Cinema
Merritt Baer is a pioneering leader in immersive and live entertainment, blending award-winning theatre production skills with a dedicated mission to make theatre and live shows accessible to everyone. As lead producer at Secret Cinema and president and co-founder of TodayTix Group, Baer has spent the last ten years pushing the limits of live entertainment, ensuring there is a place for everyone.
A Tony-winning producer, he has notable works including The Merchant of Venice with Al Pacino and Death of a Salesman with Phillip Seymour Hoffman. His commitment to innovation and accessibility earned him StartOut’s 2018 Innovator of the Year and the 2019 Dramatist Guild Foundation honouree.
Baer’s recent work with Secret Cinema highlights his impact on the immersive industry. After a two-year break in London, he led the successful relaunch of Secret Cinema worldwide with Grease: The Immersive Movie Musical. Partnering with Paramount Pictures, it turns the film into an interactive experience, letting guests live in the world of Grease with live performances and 360° screening. Audiences can choose their level of immersion.
The impact of Baer’s vision is both significant and measurable. Grease: The Immersive Movie Musical has attracted over 85,000 audience members, the highest attendance for Secret Cinema since before the pandemic. Beyond just numbers, the production leads a new model for future studio collaborations and immersive storytelling, showing how live events can be reimagined for accessibility, scale, and audience choice.
His work demonstrates the ideal mix of artistry, commercial insight, and innovative thinking that is shaping the next chapter of live immersive entertainment.
Merritt Baer’s influence goes beyond individual productions. Through TodayTix Group, he has expanded access to theatre and live events worldwide, democratising ticketing and engagement while nurturing the next generation of creative talent. His leadership, vision, and relentless pursuit of immersive innovation have established him as a guiding force in the industry, inspiring peers, audiences, and emerging producers alike.
