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

W hen the first ever stage adaptation of the global book and film franchise The Hunger Games opens its doors in London next week, fans paying up to £200 have been promised an "electrifying" and "immersive" experience. The show at the purpose-built 1,200 seat Troubadour in Canary Wharf, which features Hollywood A-lister John Malkovich appearing via screen as the evil President Snow who oversees the televised spectacle of teenagers fighting to the death, is the latest in an explosion of launches looking to cash in on a boom in consumer demand for experiential entertainment, often linked to bankable franchises. The boom in the market for experimental, unusual nights out and shows is well established, from escape rooms, axe throwing and slumber parties to Secret Cinema's Olympic Park takeover to recreate the setting for Back to the Future and the hugely successful Abba Voyage. Recent pop-ups include experiences linked to Minecraft, Jurassic World and Squid Game. As big money has rolled into the sector, so too has a desire from companies to rely on solid gold intellectual property to bring in the crowds - with mixed results.