Have you ever loved a TV show or movie so much that you wanted to walk through — or even exist within — its fictional world?
Well, there are more chances, as streamers and networks create live experiences to promote series like “Stranger Things” and “Only Murders in the Building.”
But do these immersive experiences amount to anything more than just marketing? Can they ever truly capture what it’s like to really live inside a show’s universe? What do you think?
On a sun-nuzzled morning in Los Angeles, 25 people filed into a narrow, windowless room. They were about to participate in “Squid Game: The Trials,” an interactive experience based on the popular, dystopian Netflix franchise.
A South Korean series about an indebted man who enters a deadly tournament, “Squid Game” was a surprise hit for Netflix two years ago. In November, Netflix released a companion reality series in which 456 players competed, less lethally, for a $4.56 million prize. Now anyone with $39 — or $99 for a V.I.P. pass that includes parking and coat check — can play along in real-time. A ticket is an entree to a 70-minute roundelay of dire versions of children’s playground games, with Korean snacks, claw games and shopping to follow.
The original “Squid Game, ” a savage anticapitalist satire, delights in blood sport. The reality version, though gentler, takes a dim view of human nature. But in the rooms of the interactive experience, housed on the former soundstage of “The Price Is Right,” the mood was cheerful, even giddy. “Squid Game” fans — dads and sons, friend groups, couples, a grandmother celebrating her birthday — thrilled to each callback and Easter egg. Many of them had come in tracksuit costume. Once the trials were complete (the grandmother had won, via light cheating), they happily browsed the snack stalls.
“Squid Game: The Trials” is the latest in a trend of immersive experiences designed to lever an imaginary world into our real one. Referred to as brand activations or brand experiences, these events transform television shows (and films and sometimes consumer products) into multidimensional happenings.
“It’s moving and it’s organized and it’s becoming a lot more expected,” Fri Forjindam, whose company Mycotoo specializes in immersive design, said of the trend.
This past year, in New York City alone, fans could snuggle on the couch during a “Friends” experience, wander through an opulent theater during an “Only Murders in the Building” experience, solve a murder at “Welcome to the Continental: The Hotel Bar Experience,” dance the night away at a ball out of “Bridgerton” or sip cocktails while ogling Carrie Bradshaw’s shoe closet. Really, the options are legion. (In 2017, the FX series “Legion” rated an experience, too.)
“We are bringing a theme park to people,” Marian Lee, Netflix’s chief marketing officer, said. “We are going to where the fans are.”
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