The 'play's the thing' in rise of immersive theater

Hybrid entertainment

Immersive theater offers a much-needed escape and a place to relieve pressure, but not in the way that traditional theater does, said Zhang Xiao, a theater director, whose new production, Hamlet 1001, premiered in Beijing's 77 Theater on Sept 12.

"Rather than offering a passive break from reality, immersive theater immerses audiences in another world, one where they can actively participate, make choices, and influence outcomes. For young people, who grow up with video games and social media and are used to being in control of their online personas and experiences, this is the ultimate form of entertainment — an experience that puts them at the center of the action," Zhang said.

When audience members step into the theater to spend a night with Hamlet 1001, it's hard to tell whether they've entered a theater or a lively bar. The modern, stylish decor, dazzling lights, and energetic music give off a vibrant nightlife vibe, where they can even raise a glass and enjoy a drink. In this version of Shakespeare's play Denmark is not a country, but a drinking hole.

"It gives them more than just a night out — it gives them an opportunity to experience, influence, and share in a social and participatory form of storytelling that is perfectly suited to the digital age," he said.

Zhang's previous two productions of the Detective Zhao Gan'e series, which premiered in 2023 and 2024, were two of the director's most successful immersive theater productions. The two productions have been staged nationwide with more than 600 shows, attracting around 60,000 audience members.

With a traditional theater background, Zhang's first experience with immersive theater was in 2014 when he was pursuing his master's degree as a theater director at the Central Academy of Drama in Beijing. He directed a short play in a tranquil courtyard at Lao She's former residence in Beijing's Dongcheng district, to commemorate the renowned writer.

"I can still vividly recall when the actors moved among the audience in the courtyard, said Zhang. "The audience members' eyes followed their acting. It went beyond the art of storytelling — it became an experience to remember without a grand stage, dazzling stage set and fancy costumes. The blend of physicality, playfulness, and unpredictability of immersive theater is something that resonates strongly with audiences."