Every Theatre Show is "Immersive"

I go to see a lot of theatrical productions. While most shows are good, the audience experience is usually dreadful. I'm not just talking about cramped seats and disgusting toilets (although they play a part) but that theatres haven't cottoned on to the idea that theatre is an immersive experience which can't be replicated by watching Netflix.

There's an excellent article in The Stage about the growth and pain-points of immersive shows (free registration required to read).

One thing that most creators agree on is that while the word immersive remains the most accurate umbrella term, it is largely functionally meaningless. The sense is that it will have to do as there is not currently a better one. “The word ‘immersive’is one that we have to continue to own,” says Matt Costain of Secret Cinema. “Because I think the fad of calling everything immersive will pass, but it’s a broad church. I went to an immersive art exhibition and what are they supposed to call it? They have as much right to it as I have.”

The idea of an "immersive" performance is somewhat nebulous. Sitting passively in a theatre is not immersive - but what about a self-guided tour of an art gallery? You can make the case for pantomime being immersive (oh no you can't!) - but it isn't in the same league as Phantom Peak.

In an article about the immersive Elvis show, Amanda Parker succinctly describes what audience expects:

The whole point of immersive theatre is the blurring of boundaries.

Live performance is expensive. A single ticket to a 90 minute show can cost more than an entire year of Netflix. A drink before the show and an ice-cream in the interval is the same cost as a month of Disney+! Audiences want blurred boundaries, but they also want value for money. I don't think it takes much money or effort for any show to become more immersive.

Here's my 6-point guide to making any theatrical experience more immersive and more entertaining for the audience.

Pre-Pre-Show

Even before booking, there's a chance for a show to be immersive. Most shows have trailers on YouTube - but are the characters on social media? Where are the opportunities to learn about the costume designer's vision (outside a one-paragraph entry in an expensive programme)?

Once booked, there are some brilliant opportunities for pre-pre show immersion. Emails shouldn't be the usual hectoring affair of reminding people to be on time; they should build a sense of excitement. What makes the paying customer feel like they're going on an adventure?

If I remember correctly, when schools booked group tickets for the 1990s run of "Joseph and the Amazing Technicolor Dreamcoat", they were sent colouring-in packs or some activity worksheets (it was a long time ago and my memory is hazy). What can a theatre do to make its paying customers excited about making the trip outside to sit in an unfamiliar building?

Pre-Show

This is probably the easiest one to get right, and the one which most shows fail at. Decorate the venue. That's it. It is that simple. It costs next to nothing to put up posters on the walls, or fun little Easter-Eggs on the back of toilet doors, or to have a themed cocktail menu. The Stranger Things show does this brilliantly - there are lots of little clues dotted around the show in the form of newspaper clippings and yearbook pages.

Shows like Just For One Day had "selfie pods". Big posters which let audience members take cool looking selfies with the stars of the show. The guest gets a fun memento, the show gets free advertising.

You can go further and have the cast play with the audience. When I saw "Cats" in New York, some of the actors were roaming the stalls - fighting, stealing licks of ice-creams, miaowing at each other. It was brilliant to watch and got the audience in the mood.

More recently, The Play That Goes Wrong has the on-stage crew setting up the stage while the audience enters. It's pre-show which rewards early attendance - it gets people rushing back to the bar to drag their friends in. It feels improvised and rewards returning guests.

You can spend time in the KitKat Club before the start of Cabaret. A seedy underbelly with bored dancers and sweaty patrons. A brilliant way immerse the audience before the show. (Although not everyone agrees.)

Operation Mincemeat has an online pub-quiz for audience members. Sit and chat about what you think the answers are, try to get on the leaderboard, see if it motivates you to learn more about the real history of the operation.

A bunch of theatres offer "Touch Tours" for visually impaired visitors. They get to come on stage and feel the set, have it described to them, so that they can get more immersed in the performance without constantly trying to guess the layout of the set. The stage magicians Penn and Teller invite members of the audience onto the stage before the performance so they can check for hidden wires and other trickery. That's probably not possible for every show - but can be sympathetically integrated into some.

Show

I'll defer this to the director! It's up to them whether they want to make use of the audience! I've been to operas where the lead performer appeared at the back of the stalls singing to his love on stage. Confetti falls into the auditorium with regular abundance.

It doesn't suit every show, of course, but there are a dozen little tweaks which can remind the audience that this is a high-quality experience worth paying for. That this is something they simply can't get by watching TV.

The Interval

The interval isn't just a chance to go for a piss and an over-priced drink. It's an opportunity to reflect on what you've seen, discuss what you think will happen, and stretch your legs.

All of the pre-show decoration is available to browse again - but is there anything else to do?

At a performance of Misalliance, a character hides himself in a portable Turkish bath at the end of Act 1. Throughout the interval, the audience were encouraged to follow the character on social media. He sent messages about his predicament and replied to people who interacted with him.

During the interval of a schools' performance of La bohème, the curtain was raised so that we could see the hard work which went into changing all the sets around. Is that suitable for every show? Probably not. Does it interfere with the fire curtain? Maybe. Was it a fascinating look literally behind the scenes? Absolutely!

Although I hated Murder Trial Tonight, it used the interval to encourage audience members to discuss the case laid before them. It's high-risk to get a reserved British audience to talk to strangers, but it can pay dividends.

Post-Show

The audience have risen to their feet in applause. Perhaps the lead actor (the one from that TV show you like) gives a short, heartfelt speech thanking everyone for coming out and encouraging them to tell their friends about the show.

What next?

Musicals often go with an encore where they specifically encourage the audience to take photos and sing along. Hey! You're part of the show! You'll probably never watch that video again, but you'll get the joy of communal singing and will feel like you're contributing.

As we left Just For One Day, we were handed commemorative leaflets which turned out to be discount vouchers. A little memento and a way to get repeat custom!

At the end of Accidental Death of an Anarchist, the audience were encourage to learn more about various historical and modern cases of police corruption by scanning QR codes projected onto the set.

Walking out of The Storeroom, we found ourselves in a lovely cocktail bar with an amazing view. Of course we paid for a fancy drink while discussing the evening's entertainment. Most West End theatres shove you out into the cold night air as though you're a guest who has overstayed their welcome.

Stage door autographs have been a thing since time immemorial. Probably a bit annoying for the actors, but a huge part of building a post-show buzz for some people. There are shows which have a paid meet-and-greet option (which feels a little icky to me).

I've been to plenty of shows which have a Q&A with the cast and director afterwards. Again, not something which can be done every night, but a brilliant opportunity to reward people for coming.

Even Shakespeare used to end his plays with a jig.

The point is, a show can do some aftercare. A little something to keep the audience happy and engaged.

Post-Post-Show

The audience has gone home. Is that the end of the experience? Sending out a survey email or asking them to share their memories on social media is a pretty cheap (and lazy) option for a show. It doesn't do much for the audience though.

What about competitions? Can a show encourage the audience to enter a prize draw. Why not offer an upgraded seat at a discount for your next visit - as a little thank you for being a customer?

It beggars belief that most shows don't offer a "come back and bring a friend" offer.

After every roller-coaster ride, the theme park attempts to sell you a photo of you and your friends screaming. What's the equivalent for a theatrical show?

This doesn't have to be a full-on marketing assault. Just a little nudge to make the audience feel special and like they'd want to repeat the experience.

Is all this really necessary?

No.

If you think people are happy to spend £150 to sit in conditions worse than the nastiest budget airline, and that they're delighted to be screamed at by over-officious security guards, then you don't need to do any of this. Leave the theatre decorated in its faded glory with faded photos of faded stars. Over-charge for the drinks, pad the programme with adverts, and hope the audience don't reflect on whether they enjoyed the experience.

I'm not saying every show needs to be Secret Cinema's Grease, but a little effort goes a long way.

Premium Netflix costs £19 per month. Find me a single ticket at the back of the gods which costs less than that! Even the last-minute seat filler shows I go to have trouble getting down to that level. Live performance cannot compete on cost-per minute. Instead, theatre has to play to its strengths.

• Live actors are there!
• It's a communal experience!
• Something unique happens every performance!
• The building is interesting!
• You can't distract yourself with your phone!
• You can show your appreciation directly!
• It's part of a night out!
• The audience is an integral part of the experience!

All theatre is immersive because you are there - with actual people in front of you. Theatre needs to capitalise on the fact that it is different to being sat at home watching the telly. And that means putting a little effort into treating the audience like valued guests rather than treating them like cattle.