From niche to a billion-pound industry: How immersive events have taken over

While cinemas are struggling and London's West End has witnessed a significant escalation in ticket prices, creatives behind immersive experiences say their sector is experiencing "a gold rush moment".

From shows built around obvious fan bases - such as Mamma Mia! The Party - to those working with established intellectual property, including Squid Game: The Experience, the UK has proven to be a world leader when it comes to shows that make audiences feel part of the action, rather than just observers.

Read more:https://news.sky.com/story/from-niche-to-a-billion-pound-industry-how-immersive-events-have-taken-over-13386562

#theatre #entertainment #arts #westend

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Post from Sky News on June 21, 2025

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