Forget passive viewing. Audiences today want to step inside the story. From Super Nintendo World to Stranger Things pop-ups, immersive entertainment is on the rise. But what defines an “immersive” experience—and why is it suddenly everywhere? Noah Nelson, publisher of No Proscenium and co-founder of the Immersive Experience Institute, joins The Excerpt to explain how the pandemic accelerated demand, what designers are learning from escape rooms, and how new formats—from LARPs to “Monopoly Life-Size”—are reshaping entertainment across the U.S.

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