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The Immersive Experience Institute @immersiveexperience.org · 1d

The latest edition of our LinkedIn Newsletter is live with some not-great-news, Bob, out of Denver along with a fresh report from Immersive Arts UK, a LARP exploring a new financial model, and experiential building its own stage at Advertising Week in NYC.

www.linkedin.com/pulse/good-b...

The Good, The Bad, and The Experiential: The Next Stage of Immersive

And we’re back tapping into the conversations shaping the professional world of immersive and experiential art & entertainment..

www.linkedin.com

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Kathryn Yu @kathrynyu.com · Apr 8

For more insights into the immersive art and entertainment industry, download this free report from the Gensler Research Institute and the The Immersive Experience Institute: www.gensler.com/gri/immersiv...

Evolving Immersive: The 2025 Immersive Entertainment & Culture Industry Report

Explore the most comprehensive evaluation of the state of Immersive Experience available today, published in partnership by Gensler and the Immersive Experience Institute.

www.gensler.com

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Kathryn Yu @kathrynyu.com · Apr 8

Thus making it easy for consumers to identify the "wish" being fulfilled and what the experience is going to be like.

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Kathryn Yu @kathrynyu.com · Apr 8

So an immersive experience like Bridge Command can use the phrase "Ever wanted to fly a starship?" on their posters in the London tube while Phantom Peak entices customers with the tagline "step into a real life video game."

Poster image advertising the immersive experience Phantom Peak displaying several of the characters, an illustration of the town, and the tag line "Step into a real life video game"

Photograph of a poster on the London tube advertising the immersive experience Bridge Command, showing a person in a uniform sitting at a console of a spaceship with the tag line "Ever Wanted to Fly A Starship?"

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Kathryn Yu @kathrynyu.com · Apr 8

When I was taking classes from former Imagineers Joe Garlington and Larry Gertz, we often discussed the concept of "wish fulfillment": what is the promise you're making to your guests and how are you going to deliver on that promise?

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Kathryn Yu @kathrynyu.com · Apr 8

And some survey respondents also mentioned their projects being audience-driven or described an experience which was happening “all around you.”

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Kathryn Yu @kathrynyu.com · Apr 8

Some practitioners said they use phrases like “your chance to be the hero” and “be part of the story,” while other focused on the appeals of immersion itself with phrases like “it’s a movie you can walk around inside of.”

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Kathryn Yu @kathrynyu.com · Apr 8

However, our survey respondents cautioned against using the word in isolation, without additional details. Additional specifics are needed, as just saying a project is “immersive” is too vague on its own.

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Kathryn Yu @kathrynyu.com · Apr 8

Prospective audience members in the know will have their interest piqued when they see these phrases being used in marketing for immersive projects.

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Kathryn Yu @kathrynyu.com · Apr 8

Why? The terms "immersive," "immersive experience," and "immersive theatre" — while being open to interpretation — remain effective because they are familiar to the intended audience.

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Kathryn Yu @kathrynyu.com · Apr 8

Even if you believe the term "immersive" to be overused, the most common response from immersive art and entertainment professionals was that the word continues to be useful in marketing materials, with caveats.

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Kathryn Yu @kathrynyu.com · Apr 8

In our survey of #immersive practitioners, we asked what “What words have you found to be *most* effective in marketing your work?” and “What words have you found to be *least* effective in marketing your work?”

Link: www.gensler.com/gri/immersiv...

Cover of Evolving Immersive: The 2025 Immersive Entertainment & Culture Industry Report

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The Immersive Experience Institute @immersiveexperience.org · Aug 8

Immersive Experience Institute co-founder Noah Nelson (@noahjnelson.com) was recently on USA TODAY’s The Excerpt podcast, talking about the rise of immersive entertainment.

Available now wherever you get your podcasts from and also on their YouTube channel!

youtu.be/SBCZN5-Ecmc

Escape rooms to theme parks: immersive entertainment is booming | The Excerpt

YouTube video by USA TODAY

youtu.be

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Kevin Parnell @kidspy.bsky.social · Aug 2

#NextStage25 is so inspiring and it’s only the first day. Phenomenal insights into all aspects of immersive experience design, production, operation. And so many awesome sounding experiences I’d love to see one day!

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markcmarino.bsky.social @markcmarino.bsky.social · Aug 2

Escape rooming in a box at Hatch Escapes in #NextStage25

@immersiveexperience.org
@noproscenium.com

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Kelly Sue DeConnick @kellysue.bsky.social · Jul 28

See you there?

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Cameo Wood 🔛 Pagecraft 🔛 Stowe Story Lab @cameowood.com · Jul 31

Excited to be speaking at #NextStage25 — the best Immersive conference around! Pasadena, CA August 1-3 - I’ll be on a panel talking about Location Based Experiences, and how they work in immersive with my #CultureHouseImmersive crew! #NextStage25 www.immersiveexperience.org/the-next-sta...

A woman is next to a droid, with the text “I’m attending the next stage Aug 1-3 Pasadena, Ca immersiveexperience.org

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Kevin Parnell @kidspy.bsky.social · Aug 1

First time in LA and having a blast checking out the local immersive experience & escape room scene! Here all weekend for #NextStage25.

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Jedidjah Julia Noomen @jedidjah.bsky.social · Aug 1

In LA for The Next Stage @immersiveexperience.org. Two years ago I attended the first edition on a scholarship, which propelled my work and introduced me to so many amazing other people in the immersive realm. Glad to be back and hopefully pay it forward - plase come say hi if you’re here too!

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Kathryn Yu @kathrynyu.com · Jul 25

In ONE WEEK, we'll be gathering 70+ leaders in the immersive entertainment industry at the Next Stage Immersive Summit.

Folks from Disney, Gensler, Meow Wolf, Netflix, Niantic Spatial, Secret Cinema, Wasteland Weekend, and more.

2- and 3-Day badges on sale now:

Graphic of companies including Albany Park Theater Project, Cosm, Denver Center for the Performing Arts, Disney Live Entertainment, Gensler, Little Cinema, Mighty Coconut, Meow Wolf, Netflix, Niantic Spatial, Phantom Peak, PHI, Secret Cinema, Third Rail Projects, and Wasteland Weekend

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The Immersive Experience Institute @immersiveexperience.org · Jul 24

INTENSIVE badge holders:

Make sure you turn in your workshop preference surveys by 5pm Pacific today (July 24)!

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The Immersive Experience Institute @immersiveexperience.org · Jul 21

A brand new issue of our LinkedIn newsletter just went out! Sign up here: www.linkedin.com/newsletters/...

The Next Stage of Immersive | LinkedIn

Discover the latest insights and events from The Immersive Experience Institute

www.linkedin.com

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The Immersive Experience Institute @immersiveexperience.org · Jul 20

Institute co-founders Noah Nelson and Kathryn Yu are quoted in this article about the best rides at Disneyland and why they are still delighting guests decades later: www.theguardian.com/film/2025/ju... @noahjnelson.com @kathrynyu.com

Disneyland at 70: artists on the park’s five best rides – and why they still captivate

The California theme park is busier than ever. We asked artists, designers and historians to weigh in on the attractions that stand the test of time

www.theguardian.com

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The Immersive Experience Institute @immersiveexperience.org · Jul 17

🎟️ 2- and 3-Day Badges are on sale now at immersiveexperience.org 🎟️

The Immersive Experience Institute

immersiveexperience.org

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The Immersive Experience Institute @immersiveexperience.org · Jul 17

Whether you are taking your first steps into the larger immersive world or looking for a new horizon to explore, check out the Program Guide and see what’s waiting for you! 👋

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