Experiential entertainment is having a gold rush but commercial success is far from certain

The news article discusses the growing trend of experiential entertainment, particularly the rise of immersive experiences based on popular franchises. The article focuses on the opening of a new Hunger Games stage adaptation in London, which promises an "electrifying" and "immersive" experience for fans. The article notes that the show, which features a virtual appearance by actor John Malkovich, is the latest in a series of launches aiming to capitalize on the increasing consumer demand for experiential entertainment. Producers are turning to established franchises, such as The Hunger Games, to attract audiences and provide a more immersive and engaging experience. However, the article also suggests that commercial success is far from certain, as the growth in experiential entertainment has been described as a "gold rush" with mixed results. The article implies that while the trend is gaining momentum, the long-term viability of these types of experiences remains uncertain.