Behind the Scenes: The Immersive Experiences Network Summit 2024

The Immersive Experiences Network Summit 2024 brought together industry leaders, creators and innovators from around the globe to explore the future of immersive and location-based entertainment. Hosted in Woolwich, London, Oct. 21, the summit featured discussions on the latest trends, technologies and strategies for engaging audiences through powerful storytelling and immersive environments, delving into how brands can leverage their intellectual properties to create captivating experiences that resonate with fans.

Disney Imagineers: Honest Magic

In a world where immersive experiences have become a key part of entertainment and the cultural fabric of a post-lockdown world, designers must walk the fine line between fiction and reality. At the heart of this is the concept that “magic is honest,” a phrase from Disney Imagineering that underscores the importance of aligning fantastical creations with a foundation of believability. This concept, as shared by Sara Thacher, executive creative director, Walt Disney Imagineering, shows how magic, when executed correctly, is not about deception but about crafting an honest experience within a fictional world.

The Thinnest Role

The first step in designing immersive experiences is setting the stage for “honest fictions.”
“Magic is an invitation to be lied to,” says Thacher. “Magicians tell you what they’re going to do, they’re going to lie to you and they’re very honest about that. Then, with your permission, they proceed to do just that.” In the same vein, immersive designers like those at Disney don’t hide the fact that they are creating an alternate reality. Instead, they invite the audience to step into it knowingly, ensuring that the world feels real enough to play along.

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For example, in “Star Wars: Galaxy’s Edge,” guests are invited to visit Batuu, a planet they’ve never seen. The role they take on? Simply tourists. “It’s okay not to know you’re not from around here,” says Thacher, “Creating a space where unfamiliarity is expected and even welcomed. By tapping into something relatable – a dive bar, in this case – they allow visitors to feel comfortable in a literal alien setting. It’s about finding ‘the thinnest-possible role’ to help guests understand how to behave in a strange world and ultimately aiding that experience.”

Set Expectations, Then Subvert Them

One of the strongest ways to evoke a sense of wonder is by subverting expectations while maintaining honesty. This balance between the familiar and the unexpected forms a core principle in attraction design. The example given from the “Star Wars: Rise of the Resistance” attraction illustrates this well. Guests are told they’re boarding a transport ship, but when they step off, they find themselves captured and on a Star Destroyer facing 50 Stormtroopers. Thacher explains the amazement guests feel when, “That same door opens again and you step out, not into the outdoor daylight … but into this massive Star Destroyer docking bay.”

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The surprise comes from a deep understanding of human psychology, knowing that even when we’re told we’re being lied to, our expectations can still be manipulated in delightful ways.

Tools to Pretend vs. Reasons to Believe

Immersive storytelling often juggles two fundamental elements: tools to pretend and reasons to believe. A tool to pretend might be a lightsaber that glows and buzzes, while a reason to believe is the illusion that a guest is the only one piloting the Millennium Falcon, even when, in reality, thousands of guests experience it every day.

“Both of these things are actually really important to making experiences,” says Thacher. The key is to use them wisely, never letting one diminish the other. For instance, in the case of the Falcon ride, the design team employs a sophisticated system of rotating cockpits, projectors and motion bases to ensure every guest feels like they’re in the one and only Millennium Falcon. The tools to pretend are visible – the cockpit and controls – but the reason to believe, the illusion of singularity, remains seamless and hidden.

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The Power of Role Authenticity

Beyond just setting the stage, the power of immersive storytelling comes from the authenticity of the roles created within the experience. Imagineers encourage their staff who play characters to bring themselves into the story’s world. A cast member pouring drinks at Oga’s Cantina doesn’t need to act like someone from another planet – they need to act like themselves, but as someone pouring drinks according to Oga’s strict rules. This approach allows them to tap into their histories and experiences, creating a deeper connection with guests and maintaining the authenticity of the experience.

By leaning into truth, rather than forcing a persona, staff members at Galaxy’s Edge can maintain believability and flexibility. “You’re not playing a role, you’re playing yourself,” says Thacher. “You’re leaning into telling the truth. This allows for spontaneous, genuine interactions that draw guests further into the experience.”

Invitations to Play, not Obligations

A central theme in creating these worlds is ensuring the invitation to participate is never an obligation. As Thacher mentions, “Finding invitations to play, but not making those obligations,” is essential to designing enjoyable experiences. Everyone engages with stories differently, and designers must accommodate this by allowing for different levels of interaction, from casual observation to full participation.

One powerful example of this can be seen in the “Moana: Journey of Water” attraction. Here, designers play-tested multiple interactions to ensure that guests of all shapes and sizes could experience a personal connection with the water. This required a deep understanding of human interaction and a sensitivity to the fact that people will interact with attractions at different levels. Some will reach out to touch the water, while others will collaborate to create large waves. The goal is to make both solo and group play equally rewarding without forcing a particular form of engagement.

The Magic of Thoughtful Design

In immersive design, the magic lies not in deceiving audiences but in creating an honest framework for them to play in. By finding the right balance between the familiar and the fantastical, immersive experiences can evoke genuine awe and wonder. As the Imagineers demonstrate, the best immersive environments rely on the combination of tools to pretend and reasons to believe, always anchored by authenticity.

When done well, these experiences become more than just entertainment – they become invitations for guests to step into a new world, knowing full well that it’s a fiction, yet choosing to believe in it anyway. The key takeaway from Disney’s approach is that “honesty” doesn’t have to mean reality. Rather, it’s about creating a consistent, believable world (often based on beloved intellectual properties) where guests feel empowered to play, explore and be surprised.

Sara Thacher, executive creative director, Walt Disney Imagineering, speaking at The Immersive Experiences Network Summit 2024

‘Rumble in the Jungle: A Journey Through Time’

Rematch Live, under the leadership of chief executive officer, Les Seddon-Brown, took sporting immersive experiences to a new level with its recreation of the iconic Rumble in the Jungle fight. Set in Kinshasa, Zaire (now Democratic Republic of the Congo), the event was not just about boxing; it was an intricate tapestry of history, culture and sport. By incorporating authentic Congolese food and music with storytelling alongside carefully curated theatrical portrayals, Rematch created an event that allowed audiences to fully step into the world of 1974. The attention to detail brought both the fight and the surrounding cultural significance to life. Billed as “The greatest time-traveling immersive pugilistic, fantastical, theatrical experience of all time,” the event had a broad appeal with visitors, engaging boxing fans, history buffs and culture enthusiasts along with those in search of a compelling story.

“As Rematch, we’re focused on bringing those great sporting moments to life,” says Seddon-Brown. “There are great stories and IPs out there, and we think our next one is pretty exciting, so watch this space.”

This suggests that Rematch’s commitment to blending sport and storytelling will continue to evolve, with more iconic moments to be reimagined in their unique, immersive style.

Data and Immersion with Fever

Fever, known for its global presence with over 150,000 experiences like “Van Gogh: Immersive Experience” and the “Stranger Things: The Experience” in cities London and Los Angeles, harnesses data in ways that transform how live events are created, marketed and optimized. Jessie Fu, senior manager, strategy and partnerships, Fever, explained how Fever’s data-driven strategy functions similarly to Netflix’s, but for live entertainment. As Fu puts it, “We go beyond creativity ... it’s very important to understand how data can inform the show’s success.”

Data-Driven Event Assessment and Optimization

Fever uses data at various stages of an event’s lifecycle to support better decision-making and reduce risks for event producers. According to Fu, data is utilized after the event for ticket sales analysis and customer feedback before production. Through Fever’s Secret Media Network, they can assess the potential of new experiences in different cities by examining local engagement with content.

“Before we launch an experience locally, we can do a waitlist to better understand the demand,” says Fu. “We leverage the data to help our partners de-risk.”

This data helps Fever provide early-stage insights on factors like market size, seasonal trends and location viability.

“We focus on the marketing size based on event category,” says Fu. “We also look at ideal capacity, location and competing experiences.” Once sales are open, the data helps in sales monitoring and adjustments through A/B testing, allowing for changes in marketing strategies or ticket pricing, a process Fu describes as highly agile.

Machine Learning and Audience Engagement

One of Fever’s tools is machine-learning technology, which helps understand customer behavior and optimize marketing assets. Fu noted that, at times, even artistically amazing content doesn't resonate with the audience from a data perspective. By analyzing image patterns and conducting A/B testing on marketing materials, Fever ensures creative elements are fine-tuned for maximum engagement.

“We listen to the data to identify what kind of image will resonate with customers,” Fu explains.

Leveraging Customer Feedback

Another key component of Fever’s data strategy is dynamic pricing, which is adjusted in real-time to optimize revenue.

“It’s not always about having the highest price, but finding the right combination of price and quality,” says Fu. Additionally, data helps track customer behavior beyond ticket purchases. For example, Fever can analyze the correlation between arrival times and spending on food, beverages or merchandise, allowing producers to make adjustments that enhance overall revenue. This holistic approach means data drives ticket sales and ensures long-term success by improving every facet of the customer experience.

As we look ahead to 2025, location-based entertainment is emerging as a pivotal and evolving trend that defines how brands engage consumers. Insights from License Global’s Top Global Licensors and Top Brand Licensing Agents surveys reveal that this immersive approach will not only play a major role in captivating audiences next year but also serve as an exciting playground for bringing beloved intellectual properties to life.

This shift highlights the potential for creativity and innovation in storytelling, making experiences more memorable and impactful. 

The discussions surrounding location-based entertainment and immersive experiences across the conference were set against a backdrop of a market in a constant state of evolution, and a constant place of magic and intrigue for the brand licensing community.