The stage adaptation of The Hunger Games will debut in London next week, offering fans an immersive experience priced up to £200. The production will take place at the Troubadour theater in Canary Wharf, featuring John Malkovich as the on-screen character President Snow. This initiative is part of a growing trend in experiential entertainment, which encompasses a range of activities from escape rooms to themed pop-ups linked to popular franchises.
The rise in experiential events has attracted significant financial investment, as companies aim to leverage well-known intellectual properties to draw audiences. Chip Seelig, a Hollywood financier, noted that recognizable IP is increasingly vital for audience attraction, despite not guaranteeing success. Seelig’s company has previously adapted The Greatest Showman into a live experience, highlighting the perceived value of established franchises.
While some productions, such as Come Alive! based on The Greatest Showman, have flourished, the broader theatrical landscape has faced challenges. A recent analysis revealed that none of the 18 new Broadway musicals have turned a profit, raising concerns about financial viability in the industry. Moreover, a post-pandemic evaluation showed only a few new shows not based on existing IP have been successful.
The increasing demand for immersive experiences has also led to disappointments, such as the poorly received Bridgerton Themed Ball and Willy Wonka events that failed to meet audience expectations. Recent productions have faced criticism for not delivering their promised experiences, leading to a mixed reception. The Elvis Evolution production, advertised as a concert featuring AI and holograms, resulted in attendees expressing dissatisfaction amid claims it fell short of expectations.
Industry analysts have noted a potential oversaturation in the market, with a call for higher quality standards to restore audience trust. As immersive entertainment continues to grow, its overall market value is projected to rise significantly in the coming years, supported by major entertainment entities.
Source: https://www.theguardian.com/business/2025/oct/19/experiential-entertainment-is-having-a-gold-rush-but-commercial-success-is-far-from-certain