Secret Cinema has announced a new immersive production based on Disney’s Pirates of the Caribbean, marking the first time the film franchise has been adapted into a fully immersive theatrical format.
Pirates of the Caribbean: The Immersive Adventure is scheduled to open in February 2027 at Secret Cinema’s planned flagship venue at Greenwich Peninsula, subject to planning permission. The production will run for 10 weeks and is expected to combine large-scale scenic design, live performance, stunt work and music.
A Major IP-Led Immersive Project
The production will be based on Pirates of the Caribbean: The Curse of the Black Pearl, the first film in the franchise. Secret Cinema plans to recreate key environments from the story, including Tortuga and the Black Pearl, supported by actors, aerial sequences, sword fights and a live band.
For the visitor experience sector, the announcement reflects the growing commercial value of film IP in immersive entertainment. Major studios and rights holders are increasingly looking beyond traditional screen and stage formats, using live formats to extend audience engagement and create premium, time-limited experiences.
The Disney partnership also strengthens Secret Cinema’s position within the global immersive market. The company has built its reputation around large-scale productions that place audiences inside recognisable fictional worlds, combining theatre, set design, music, food and participatory storytelling.
Greenwich Peninsula As A Long-Term Venue Strategy
Subject to approval, the Greenwich Peninsula site will become Secret Cinema’s new long-term home. Its location near The O2 places the venue within one of London’s established entertainment districts, offering strong links to live events, hospitality and transport infrastructure.
For operators and developers, the project highlights the importance of permanent or semi-permanent venues for immersive production. Fixed infrastructure can support more ambitious technical design, stronger operational planning and improved commercial efficiency across multiple productions.
The use of a flagship venue also suggests a move towards repeatable destination programming rather than one-off temporary installations. This model can support local footfall, supplier networks, hospitality partnerships and broader night-time economy activity.
Immersive Entertainment Moves Further Into Mainstream Culture
Disney Theatrical Group has described the collaboration as part of a wider push to explore new formats for storytelling outside conventional theatre. Pirates of the Caribbean is particularly suited to this model due to its music, character-led narrative and adventure setting.
For experience designers, producers and attraction specialists, the project points to several market trends: the continued strength of recognisable IP, demand for social live entertainment, and the increasing overlap between theatre, themed entertainment and brand licensing.
The scale of the production is likely to require expertise across scenic fabrication, technical production, performer operations, guest flow, health and safety, accessibility, retail and food and beverage integration. It also gives suppliers a high-profile case study in how cinematic stories can be translated into live, ticketed environments.
As the immersive sector matures, projects of this scale are becoming important indicators of investor confidence and audience demand. Secret Cinema’s Pirates of the Caribbean production could set a new benchmark for IP-led immersive entertainment in the UK, while adding further momentum to London’s role as a global centre for live experience development.
